Mixing ”Location Based Marketing” and Ambient Marketing to create fun relevant and usefull virtual experience.
It’s been about three months since Cheil Worldwide in South Korea took home this year’s Grand Prix winner in the Media Lions contest at Cannes for this innovative campaign designed for Home Plus in Korea (TESCO).
It’s pretty interesting how Ambient is mixed with location based marketing and mobile marketing, a true Blended Marketing Campaign.
I call it location based not only because of the technology used (SmartPhones) but also because the campaign understands where the consumer is AND it is relevant and useful in that place and time.
Instead of creating some boring OOH add plastered on the wall of the subway to create awareness about their on-line store, they created a virtual grocery store with pictures of real products which in turn could be scanned via QR codes and ultimately purchased and delivered to your home.
Would this work outside of the Korean Market?