When media became the business solutions

By Prajjal Saha , afaqs!, Cannes | In Advertising | June 22, 2011
Cheil Seoul came up with a media solution for its client Home Plus, a retail chain which helped the company to not only create awareness, but also generate business.

What more can a client ask for if media solutions turns out to be business solutions. The same happened at the South Korean retail chain Home Plus (jointly owned by Samsung and Tesco), and the idea bagged the Grand Prix in Media Lions at the International festival of Creativity -- the first ever for South Korea. In the history of Cannes Lions, South Korea has won 18 lions and three golds, but no Grand Prix.

Tesco, the No. 2 retail chain in South Korea, was losing to its competitors for having lesser number of stores in its chain. The company found a unique media solutions which met its business challenge, as well. Cheil Worldwide, Seoul, the media agency on the account, set up virtual stores inside the metro stations, with displays as actual stores. Consumers could even buy the products using their mobile phone, and the products would be delivered soon after they reached home. The company also renamed its brand as Home Plus.

The idea changed consumers' waiting time to shopping time.

& #VIDEO2 & #As a result, the company experienced 130 per cent increase in online sales, and 76 per cent increase in registered members.

The president of the media jury, Maria Luisa Francoli, global chief executive officer, MPG, says, "It was a classic example of technology playing a big role in traditional space and how a brand can be useful and meaningful for people."

Francoli further says, "It was a combination of a media and business solution. And, as a media agency we need to come up with ideas that could serve both as media, as well as business solutions."

She continues, "The media agencies role in this space is largely unexploited and if one could use media to provide business solutions, it's great because the investment is working double the time that is to generate awareness and business for the client."

To view interviews from Cannes 2011, click here.

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