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LIGHT SAVER
Agency Cheil Worldwide / Seoul + GIANT STEP / Seoul + ALLEYSQUARE CREATIVE / Seoul + SOMERZ SOUND / Seoul
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Category
Service Design / Customer Experience (CX)
Annual ID
OS_DE21_149M
About the Work
COVID-19 pandemic.
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.
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.
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.
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.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Cheil Worldwide / Seoul
Production Company
ALLEYSQUARE CREATIVE / Seoul
Music / Sound Production Company
SOMERZ SOUND / Seoul
Post Production Company
Giant Step / Seoul
Art Director
Jinwoo Ryu
Dongeon Lee
Copywriter
Changkyu Oh
Yullee Sim
Creative Director
Jongmin Kim
Director
Hyunjung Shin
Editor
Daehyun Choi
Executive Producer
Jangpil Choi
Producer
Sanghoon Lee
Sound Designer
Youngjin Jeon
Account Director
Joohong Min
Account Executive
Youngjin Heo
Account Manager
Jeaheon Song
Assistant of Director
Heewon Song
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