Emart is the no.1 discount store in Korea- they had initiated an all new mobile business and, given Korea leads the way in smartphone usage, the challenge was to stir up people's expectation and interest.

The objective of this campaign was to increase sales using mobile technology.

Cheil created the world's first light-utilizing navigation system in-store, where consumers can use their smartphones to navigate within the store for discounted items and bargains. The navigation utilized a technology that conveys LED data to smart phones, though which the store and consumers' smart phones exchange information in real time. Cheil created the world's first light-utilising navigation system in-store. LED lighting communicates with an app on customers' smartphones - alerting them to the location of discounted products, and provid

The viral Video of the sale navigation was spread throughout various media. Moreover it was also introduced my prestigious digital academia and journals. Consumers awareness of and expectation towards the Emart mobile business increased. The campaign gave a strong personal touch to one of the most impersonal places there is, the supermarket.

Plans are in development to roll out the sale navigation technology into stores across their estate.