An advertising agency in Seoul designed a campaign for Tesco Homeplus Supermarket with the unique concept of opening up a virtual grocery store last fall, in a South Korea subway station. Busy shoppers being the demographic, were permitted using their smart phones as a means to buy products.

A large, wall-length billboard was installed in the station, designed to look like a series of supermarket shelves and displaying images and prices of a range of common products. Each sign also includes a QR code. Users scan the code of any product they would like to purchase, thereby adding it to their online shopping cart.

Once the transaction is completed on the online store, the products are delivered to the customer’s home by the end of the day. The strategy makes productive use of commuters’ waiting time, while simultaneously saving shoppers time spent going to the supermarket.