Smiley in year-long Hyundai department store promotion

By

Sandra Halliday

Published
Jan 24, 2018

UK-based Smiley is embarking on a major collaboration with South Korean department stores giant Hyundai in 2018 with a "huge year-long promotion" brokered by Smiley’s APAC partner Walton Brown.  

The activation includes a wide range of in-store displays, out of home advertising, pop-up events, and guerrilla marketing activations “to ensure a 360 degree immersive Smiley experience, in 15 department stores and five outlet stores across Seoul and South Korea.”

There will be lots of freebies, with Smiley promotional staff distributing badges throughout the department stores around the country, “to help spread happiness to visitors.” Shoppers can also pick up an exclusive Smiley pouch and tote bag free with purchase.

Other major features will be a 6 metre Smiley inflatable to greet shoppers at the flagship store in Seoul, and a Smiley Camper Van travelling the country and handing out balloons.

It’s the first time a Korean department store chain has had one themed retail promotion throughout an entire year with Smiley MD Matt Winton saying that it “demonstrates the ability for Smiley to leverage its unique marketing message of happiness and positivity to drive a consistent and long standing message at retail.”