Tesco: ORIGAMI CHOPSTICK HOLDER

Credits & Description:

Category: Best Use of Ambient Media: Small Scale

Advertiser: SAMSUNG TESCO

Product/Service: HOMEPLUS

Agency: CHEIL WORLDWIDE

Date of First Appearance: Dec 6 2010

Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA

Executive Creative Director: Joungrack Lee (CHEIL)

Creative Director: Youshin Lee (CHEIL)

Art Director: Kakyoun Park (CHEIL)

Copywriter: Hyekyung Jeong (CHEIL)

Copywriter: Yooho Lee

Copywriter: Jungho Suk (CHEIL)

Photographer: (STILL PHOTO)

Director of Photography: Kideok Lee

Illustrator: Eunha Ko (CHEIL)

Illustrator: Minjung Kim (CHEIL)

Producer: Junghan Kwon (WALKING ON THE BLUE)

2D: Nayoung Song (ELIOT)

Art Buyer: (CREATIVE GAM)

Account Director: Jongchul Jang (CHEIL)

Account Executive: Kukhee Park (CHEIL)

Media placement: Ambient - Homeplus - 6 Dec. 2010



Insights, Strategy & the Idea

HOMEPLUS is one of the largest supermarket chains in Korea. They were about to launch their cup noodle brand and needed a quick way to promote it.



Creative Execution

We thought of disposable chopsticks that come with cup noodles. To be more accurate, chopstick wrappers which become meaningless trash once peeled off. With this wrapper, the 3-minute waiting time before cup noodles transforms into fun origami time. You can fold it however you like and voila! There's your very own, unique chopstick holder. And while folding and unfolding, people naturally zero in on the HOMEPLUS logo the whole time.



Results and Effectiveness

It has been a huge hit! Not just amongst teenagers, but with all generations. The 'click' rate of the official HOMEPLUS website has multiplied by 10 times. Consumers started to create and upload their own methods of chopstick origami on their blogs and facebook pages. It took only 3 months after launch for sales to reach a 200% increase. And now, HOMEPLUS Cup Noodle has become a household name to many people!