Hate grocery shopping? Hate waiting for public transport? Then why not combine them and make them twice as bad? ah, but elementary maths tells us that adding two negatives creates a positive!

This is a really simple, yet very effective way to get customers to try out Tesco’s online retail store. Perfect for South Korea, where 80% of the population have web enabled smart phones. Unfortunately Tesco would unlikely have the same success on their home turf, with no mobile reception and crowded rush hour platforms, the London Underground would be an impossible test bed.