On Monday, the campaign won two gold lions in the direct category.
The campaign, which was based on the consumer insight that tired and busy Koreans dreaded grocery shopping, centred around virtual stores for busy commuters in subway stations. The stores, which looked just like real stores, allowed shoppers to buy items by scanning codes with their mobile phones. After they had checked out, their groceries would arrive at their doorsteps as soon as they reached home. The campaign succeeded in making Homeplus South Korea's top online store, increasing user registrations by 76 per cent, and increasing online sales by 130 per cent.
Japan also brought home a gold lion in the media category with Hakuhodo Dy Media Partners Tokyo's campaign 'Your happy news is our top story' for Iwatte Nippo. The campaign won gold for 'best use of print'.
In the Outdoor awards category, Dentsu Toyko won two golds for its Toshiba campaign, 'With 10 years of life' and work for Kyushu Railway Company, 'The 250 kilometre wave'. The latter campaign also won a silver lion in the media category.
China's JWT Shanghai also won two gold lions and a bronze for its 'Heaven and hell' campaign for suitcase manufacturer Samsonite in the outdoor category.
Southeast Asia outperformed in the outdoor media category with 42 awards including a gold lion for Y&R Thailand Bangkok's work for LG Electronics' Solar Dome Microwave, 'Seafood aquarium'. The agency also won a gold lion for radio for its 'Killer bees' spot advertising Mai Tan's Ichitan Double Drink.
In the radio awards category, Lowe & Partners Singapore will bring home a gold lion for its 'Awesome light' commercial for Samroc Paint & Hardware. Its campaign for Samroc won a further four silver lions for radio work.
Australia's Three Drunk Monkeys Sydney's spot 'Holidays' for Ikea also picked up a gold lion in hte radio awards category.