ABC-MART is No.1 shoes multi-shop in Korea. Most of consumers thought that ABC-MART only sells running shoes and sneakers, so that they didn’t consider ABC-MART when buying dress shoes, high heels, or hiking shoes.

To enhance brand’s value as a shoes multi shop and make business opportunity bigger, we should break this misunderstanding. We need to make people think that ABC-MART sells all the shoes in the world, just as its brand slogan.

ABC-MART executed Facebook ad about idea contest titled ‘Shoes : Impossible’ from October 20th.

We received customer ideas through ABC-MART’s official Facebook page from November 1st. We uploaded a few hand drawn ideas as examples for people’s easy participation. People wrote their ideas as comments on ABC-MART’s post, or sent messages to ABC-MART’s Facebook account.

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 videos- ‘Beeper shoes’, ‘Jekyll and Hyde shoes’, ‘Electric-shock Shoes’, ‘Diarrhea Shoes’, ‘Light shoes’. We also made introducing videos for each shoes and uploaded them on ABC-MART Facebook page during the contest