Instead of competing with certain brands in a specific category, ABC-MART planned to be the representative of ‘whole shoes store’ category. With its new brand slogan ‘All the shoes in the world’, ABC-MART started interesting campaign making ‘Shoes that has not existed in the world’. We thought turning over the slogan was one effective way of showing that ABC-MART sells every kinds of shoe in the world.

Second, we got ideas from consumers. So that various and genuine ideas of ‘Shoes Impossible’ could be created.

Third, we combined consumer idea with CSR activity. While receiving consumer ideas, we offered them the opportunity to donate shoes provided from ABC-MART to a worthwhile charity. And the light shoes, the hottest idea was actually made and donated for street cleaners. Those donations created social buzz with positive opinions, and also drove more participation.

We asked customers idea through ABC-MART’s official Facebook page. We uploaded a few hand drawn ideas as examples for people’s easy participation.

And we chose a good idea every week, offered an opportunity to donate shoes for organizations such as Community Chest of Korea, regional children's center(ABC-MART provided shoes). 5 ideas which gained the highest number of likes were actualized and made into Youtube videos.

Millennials laughed and shared those videos, the campaign went virals on Facebook. Especially the ‘Light shoes’ designed for street cleaners’ safety were actually produced and donated for street cleaners since it’s creativity and usability were respected.

As a result, we achieved outcomes with 1/3 of estimated cost. We got 1438 ideas, 10 times bigger participation than we expected, 83 times increased Facebook page view, 60% increased positive attitude of people who haven’t purchased from ABC-MART.

Also, revenues increased by 10% compared to last year, brand recall of ABC-MART in shoes store category increased by 31% among all age group. Awareness on non-running shoes/sneakers goods such as dress shoes, boots, sandals/slippers increased by 64%, ‘Selling various kinds of shoes’ image increased by 94%. Top of mind in shoes store category increased by 44%, so ABC-MART took No.1 position from NIKE.

Because of ABC-MART’s previous campaign on sneakers, consumers considered it only sells running shoes and sneakers. In ‘shoes store category’, NIKE was no.1 followed by ABC-MART. To avoid competition with shoes maker and to establish its own brand value as a distributor, ABC-MART launched a new slogan-‘All the shoes in the world’ and executed event, named ‘Shoes Impossible’. We created videos based on 1438 users’ idea on ‘shoes that has not existed in the world’ and donated real shoes, the hottest idea. ABC-MART which made shoes that didn’t even existed before ranked no.1 among shoes store for the first time.

We made ‘Brand playground’ for millennials, who feel brand’s philosophy by participating and sharing interesting ideas through SNS. Millennials watched lots of contents everyday through mobile and PC.

They don’t move for ordinary, boring message. But they eagerly share and participate on interesting things. They are especially interested in contents which are asking their participation, valuable for society, and able to share with friends.

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So asking them to imagine whatever they want for ‘Shoes Impossible’ stimulated them to think crazy ideas (such as ‘Fried shoes’), think ideas to help other people(such as ‘Light shoes’) and react to other people’s ideas (People left comments and shared others ideas).

ABC-MART is No.1 shoes multi-shop in Korea and selling various kinds of shoes. But most of consumers thought that ABC-MART only sells running shoes and sneakers. Thus, they had misconception on ABC-MART that it doesn’t sell shoes such as dress shoes, high heels, or even hiking shoes.

Considering increasing competition by growth of sportswear store and online shopping, this misconception was a threat. For example, ABC-MART got No.2 position from the top of mind in shoes store category, following NIKE.

To prevent the competition with shoe maker brands, ABC-MART needed to break the misconception and make the new perception that ABC-MART sells various kinds of shoes, such as dress shoes, hiking shoes, running shoes.

By making awareness that ‘ABC-MART sells every kinds of shoes’, we planned to become a leading brand in the whole ‘shoes store category’.