E-mart ‘deliver yourself’ campaign was a creative solution that enabled people to experience face-to-face family reunion when it seemed impossible due to COVID-19 lockdown.

As people send gifts on holidays not just to give presents but to deliver one’s longing and gratitude to friends and family, we used this custom as our creative medium. And it was a perfect way for E-mart to make contact in a no contact holiday.

Through this project, E-mart challenged itself by creating new and heartwarming shopping experience. There were no boundaries under the mission of making customers to have a Great Day with E-mart.

2021 Lunar new year holiday was coming: the biggest national holiday in Korea, when everyone visit their hometown to meet family and friends. Unfortunately, the spread of COVID-19 was worse than ever. Korean government had to enforce the strictest lockdown in order to prevent outbreak of COVID-19, prohibiting gatherings of more than 5 people by law. Consequently, people were restrained from meeting their families even on Lunar new year holiday.

Meanwhile, E-mart, No.1 hypermarket in Korea, wished to increase both brand preference and awareness along with their new brand slogan: ‘E-mart’s only one wish is for you to have a Great Day’.

In Korea, it is a custom to send away holiday gift sets to friends and family on lunar new year holiday, and many people buy these gift sets in E-mart. This is where we found our opportunity to make families reunite. If people cannot move to meet their families during the pandemic, why not make their presents do their job instead?

We planned a special no-contact holiday gift set project by E-mart, sending people away with the gift to their loved ones. These customized special gift sets were prepared with faces of children, parents, long awaited newborn baby, or lovers printed on cover. When they were delivered, gift receivers were greeted with the faces they wished to see on this holiday if it weren’t the lockdown. This was a gift E-mart prepared for their customers to have a ‘Great Day’ even during hard times, making family reunions possible with

As people were facing lockdown even on nation’s biggest holiday, everyone’s longing for families and frustration have grown to the peak. So we thought now was the perfect timing for E-mart to introduce a special project to deliver E-mart’s wish for our customers to have a Great Day.

Our main target for this project was people who live away from their families. Campaign film introducing deliver yourself project starts with a drastic comparison of this year holiday’s sceneries, sympathizing with people’s current situation. Although printed faces could not have been the same as being there in person, E-mart provided a special opportunity for our target to see each other’s faces offline and close the emotional distance while keeping the safe social distance.

After airing the commercial on social media channels to promote our project, we received people’s stories of who and why they want to send ‘deliver yourself’ gift set via E-mart Instagram channel. Then, we contacted our applicants individually, and collect photos and receiver’s address for customization. After printing photos on each gift sets, e-mart sent them to meet the faces of loved ones.

Total 438 people applied for e-mart’s delivery yourself gift set in 3 days. More than 400 people expressed their longing and shared their heartfelt stories on our channel: grandparents who couldn’t see their newborn grandson, nephew wanting to cheer his uncle face-to-face who was going through hard time on his business due to COVID-19, daughter who wanted to visit her mom on their families first holiday after her father’s death. Reading these stories, we were assured that ‘Deliver Yourself’ would no doubt give our customers a Great Day. Among the applicants, through 9:1 competition, total 147 people were able to see their friends and families during 2021 no contact lunar new year holiday thanks to ‘Deliver Yourself’.