SUB CATEGORY :

RESILIENCE THROUGH CREATIVITY

COMPANY ENTERING :

CHEIL WORLDWIDE, SEOUL

TITLE :

LIGHT SAVER

BRAND :

EMART

ADVERTISER :

EMART

AGENCY :

CHEIL WORLDWIDE, SEOUL

CREATIVE DIRECTOR :

JONGMIN KIM

COPYWRITER :

CHANGKYU OH

ART DIRECTOR :

JINWOO RYU

ACCOUNT DIRECTOR :

JOOHONG MIN

ACCOUNT MANAGER :

JEAHEON SONG

ACCOUNT EXECUTIVE :

YOUNGJIN HEO

FILM PRODUCTION COMPANY :

ALLEYSQUARE, SEOUL

DIRECTOR :

HYUNJUNG SHIN

ASSISTANT DIRECTOR :

HEEWON SONG

EXECUTIVE PRODUCER :

JANGPIL CHOI

PRODUCER :

SANGHOON LEE

POST-PRODUCTION COMPANY :

GIANT STEP, SEOUL

EDITOR :

DAEHYUN CHOI

SPECIAL EFFECTS COMPANY :

ALLEYSQUARE, SEOUL

VISUAL EFFECTS :

SEUNGCHAN LEE/JUNGHYUN LEE

SOUND PRODUCTION COMPANY :

SOMERZ SOUND, SEOUL

SOUND DESIGNER :

YOUNGJIN JEON

AUDIO PRODUCER :

SEUNGYOON PARK

CAMPAIGN SUMMARY :

DUE TO THE ONGOING COVID-19 PANDEMIC, PEOPLE ARE GRIPPED BY THE OMNIPRESENT FEAR OF VIRUS TRANSMISSION. HOWEVER, AS GROCERY AND HOUSEHOLD ITEMS NEED TO BE SEEN AND CHECKED IN PERSON BEFORE THEIR PURCHASE, CUSTOMER RESORT TO VISITING THE GROCERY STORE DESPITE THE RELUCTANCE. THEREFORE, EMART, KOREA’S LEADING IN-PERSON GROCERY STORES, DECIDED TO TRANSFORM SHOPPING CART HANDLES, WHICH WE TOUCH FOR THE LONGEST TIME AND MOST FREQUENTLY DURING GROCERY SHOPPING, INTO AN INSTRUMENT FOR SAFE SHOPPING. THIS IS HOW LIGHT SAVER,
A CART HANDLE LOADED WITH STATE-OF-THE-ART GERMICIDAL LAMPS, CAME INTO THE WORLD. LIGHT SAVER GRABS ATTENTION WITH ITS DESIGN THAT RESEMBLES LIGHTSABERS IN THE MOVIE “STAR WARS” AND DISINFECTS THE HANDS OF CUSTOMERS AND CART HANDLES THROUGHOUT THEIR SHOPPING BY EMITTING GERMICIDAL RAYS THAT ARE HARMLESS TO HUMAN BODY. WE PLACED 300 CUSTOM-MADE SHOPPING CARTS LOADED WITH LIGHT SAVER INSIDE AN EMART STORE. NUMEROUS CUSTOMERS USED LIGHT SAVER-LOADED SHOPPING CARTS; THE VIRAL LOAD OF SHOPPING CART HANDLES AND CUSTOMERS’ HANDS SHOWED AN ACTUAL DECREASE. IN COMPARISON OF THE MONTH WHEN COVID-19 CAUSED A DRASTIC DECREASE IN CUSTOMER TURNOUT AND IN-STORE SHOPPING TIME AND THE MONTH WHEN THE CAMPAIGN WAS EXECUTED, (MARCH 2020 VS. NOVEMBER 2020) THE MOST NOTICEABLE OUTCOMES INCLUDED: 11.6% INCREASE IN IN-STORE CUSTOMERS 12.7% INCREASE IN EACH CUSTOMER’S AVERAGE PURCHASE AMOUNT PER VISIT 25.8% SALES INCREASE IN EMART STORES RUNNING THE CAMPAIGN LIGHT SAVER PROVED NOT ONLY TO MITIGATE THE ANXIETY OF CUSTOMERS BUT ALSO TO BOOST THE ACTUAL SALES OF EMART. AFTER THE CAMPAIGN, EMART’S CUSTOMER TURNOUT AND SALES INCREASED, WITH A SPIKE IN BRAND FAVORABILITY RATING. THE CAMPAIGN WAS ALSO MET WITH A RUSH OF CUSTOMER REQUESTS TO EXPAND THE COVERAGE OF THE CAMPAIGN TO INCLUDE MORE STORES.

THE BRIEF :

PEOPLE ARE OVERWHELMED BY THE OMNIPRESENT DANGER OF VIRUS DUE TO THE ONGOING COVID-19 PANDEMIC. HOWEVER, AS GROCERY AND HOUSEHOLD ITEMS NEED TO BE SEEN AND CHECKED IN PERSON BEFORE THEIR PURCHASE, CUSTOMERS OFTEN RESORT TO VISITING THE GROCERY STORE DESPITE THE RELUCTANCE. THEREFORE, EMART, KOREA’S LEADING IN-PERSON GROCERY STORE CHAIN, NEEDED AN ORIGINAL IDEA IN SHOPPING THAT ALLOWS CUSTOMERS TO COME SHOP WITH PEACE OF MIND, YET DOES NOT INTERFERE WITH THEIR SHOPPING EXPERIENCE.

THE STRATEGY :

EMART PAID ATTENTION TO SHOPPING CART HANDLES TO PROTECT CUSTOMERS FROM VIRUSES, WITHOUT GETTING IN THE WAY OF THEIR SHOPPING EXPERIENCE. ACCORDING TO STATISTICS, SHOPPING CART HANDLE IS WHERE CUSTOMERS LAY THEIR HANDS MOST FREQUENTLY AND FOR THE LONGEST TIME. DUE TO ITS HIGH-TOUCH NATURE, RECENTLY, CUSTOMERS ARE INCREASINGLY USING DISINFECTANTS BEFORE SHOPPING, SPRAYING AND THEN WIPING IT OFF THE CART HANDLE. WE THOUGHT THAT IF SHOPPING CART HANDLE, WHICH MIGHT BE LADEN WITH VARIOUS VIRUSES, CAN BE REVAMPED INTO A TOOL FOR ELIMINATING VIRUSES, WE WOULD NOT HAVE TO REQUIRE EXTRA INCONVENIENT MEASURES AND ACTIONS FROM CUSTOMERS TO GIVE THEM A SENSE OF SECURITY. THEREFORE, EMART DECIDED TO CREATE THIS UNHEARD-OF SHOPPING CART WHICH ENSURES THE SAFETY OF THE USER, OTHER CUSTOMERS, AND THE ENTIRE STORE BY SIMPLY ROLLING IT THROUGH THE AISLES.

THE EXECUTION :

IN COLLABORATION WITH AN ENTERPRISE SPECIALIZING IN THE GERMICIDAL RADIATION TECHNOLOGY, WE DEVELOPED LIGHT SAVER,
A CART HANDLE THAT EMITS GERMICIDAL RAYS HARMLESS TO HUMAN BODY, AND LOADED A TOTAL OF 300 LIGHT SAVERS TO EMART’S EXISTING SHOPPING CARTS. AT ONE SELECTED EMART STORE IN THE GREATER SEOUL METROPOLITAN AREA, THE CAMPAIGNED WAS LAUNCHED ON NOVEMBER 19TH, 2020. SHOPPING CARTS LOADED WITH LIGHT SAVERS WERE PLACED INSIDE THE STORE THROUGHOUT THE BUSINESS HOURS, LEADING CUSTOMERS TO USE THE CART VOLUNTARILY EVEN WITHOUT ADDITIONAL INSTRUCTIONS OR GUIDANCE.

THE RESULT :

ACCORDING TO THE MEASURED RESULTS, FROM THE OPENING TO THE CLOSING OF THE STORE, NUMEROUS CUSTOMERS USED SHOPPING CARTS LOADED WITH LIGHT SAVERS, AND THE VIRAL LOAD OF CART HANDLES AND CUSTOMERS’ HANDS WAS REPORTED TO HAVE DECREASED. IN THE COMPARISON OF THE MONTH WHEN COVID-19 CAUSED A DRASTIC DECREASE IN CUSTOMER TURNOUT AND IN-STORE SHOPPING TIME AND THE MONTH WHEN THE CAMPAIGN WAS EXECUTED, THE MOST NOTICEABLE OUTCOMES INCLUDED: 11.6% INCREASE IN IN-STORE CUSTOMERS 12.7% INCREASE IN EACH CUSTOMER’S AVERAGE PURCHASE AMOUNT PER VISIT 25.8% SALES INCREASE IN EMART STORES RUNNING THE CAMPAIGN IN THIS SENSE, LIGHT SAVER PROVED TO NOT ONLY MITIGATE THE ANXIETY OF CUSTOMERS BUT ALSO BOOSTED THE ACTUAL SALES OF EMART. ALSO WITH AN INCREASE IN BRAND FAVORABILITY RATING. A HIGH VOLUME OF CUSTOMER REQUESTS HAS BEEN MADE TO EXPAND THE COVERAGE OF THE CAMPAIGN TO INCLUDE MORE STORES.