CJmall, the on-line shopping channel of CJ Home, is a leading on-line shopping site in Korea.Korean consumers know that they can purchase products with the lowest prices via on-line shopping sites. However, as the on-line shopping market grows rapidly, consumers' trust in quality and service in on-line shopping sites have declined. CJmall, a category leader, planned this campaign to position itself as a 'trustworthy on-line shopping mall', to overcome today's consumers' distrust in purchasing on-line.Consumers' bad shopping experiences, such as poor quality products, unfriendly call centers and bad after-service follow up was used as the story-line backdrop of the campaign.

And, since we are living in the era of Web 2.0, where UCC (User Created Contents) is rampant, the ad was filmed with 6mm cameras to make it more like UCC films, and edited to give a hidden camera effect.In this spot a hidden camera films a disorganised call center as a customer tries to complain about a pair of shoes he has purchased.