Throat-cutting competition of mobile shops resulted in excessive battles in Korea. Customers’ trust on the mobile shops plunged. They ended up being “noisy and messy places.”

To make shops a place people want to enter, our client got rid of unnecessary POP and posters and reduced the volume of loud music.

And then we decided to attach the life-sized decal of Seolhyun, a K-POP idol, posing as if she invited customers to shops, on the glass door of nationwide 4,500 shops.

At first, her decals were stolen and were traded at secondhand on-line shops. Photos of cars decorated with her decals appeared on SNSs and lots of people wanted her decals, making fuss on the SNSs.

Such thefts appeared in the news, becoming a big issue, a social syndrome.

Doors of the shop became the strong media that catches customers’ eyes.

And the effect of the campaign was splendid.