Last year, Tesco plastered the South Korean subway with electronic ‘virtual shops’, and the smartphone-mad Korean audience embraced the idea with delight. Perhaps more importantly for Tesco, the exercise won astonishing amounts of earned media globally, positioning Tesco as a super cutting-edge company in the eyes of South Koreans and far further afield. Mission accomplished. [Watch].
At the time we naturally wondered whether people on London’s Tube would scan QR codes to buy their mince meat, in front of thousands of other commuters getting the train. We pretty quickly came to the conclusion that it wasn’t likely. But that didn’t mean the concept couldn’t be applied at all. in fact, Tesco have now installed a similar concept at London’s Gatwick Airport, and we think it’s really smart.
Pitching to people that they could return from their travels to a full fridge, and positioned in the airport lounge where there is often time to kill, we think Tesco have created a functional digital installation to support their overall communications task: showing off their mobile & online home delivery service. Purposeful.