This is simply the most creative shopper marketing example I’ve ever seen. It starts with a problem and an insight. People don’t have enough time to do their shopping.
Home deliver does help, of course, but you still have to spend time ordering by phone or online.
But what if you could turn the wasted time waiting for a train into a shopper experience almost like if you were in the store? Tesco Korea just did that, re-creating their shelves at the subway stations. With a simple QR code, people could add items to their virtual basket and get the products delivered to their doorstep by the time they reach home.
Having kept the visual look of the supermarket is what gave the idea the edge. And I challenge you to find a better idea. Apart from the Media Grand Prix it also won one Outdoor Gold Lion and two Direct Gold Lions. Well deserved, don’t you think?