QR codes – now here’s something smart!
The UK has been very slow to adopt QR codes and in general they are a bit of a token in the way they are used, really only as an alternative to a URL. However, the possibilities to use them cleverly are endless.
Scandinavian Airlines (SAS) have recently used them in an imaginary way for a campaign called ‘Couple up to buckle up’, created by (probably the US’s best creative agency) Crispin Porter + Bogusky.
Instead of scanning one QR code to get the offer, you have to scan two QR codes – one for you, one for your loved one. A his and her’s QR code. Only by combining the two can you get the offer.
Backed by a heavy through the line promotional campaign (not just online by the way) the offer was sold out.
QR (Quick Response) codes are a great response and promotional tool and a great way to engage consumers and get them to a place where you can sell them your brand.
Ironically, advertising has been reluctant to put direct response mechanics on ads, but slowly QR codes are becoming essential elements on layouts, packaging and even the web.
In Japan they are big business, and used in ads as well as unusual areas such as on gravestones. Yep, a quick scan will reveal the whole life story of the dearly departed. The Wales Tourist Board used them on information boards outside historic monuments for Japanese tourists.
You can also customise them with some very creative designs.
One of the great advantages is they allow potential customers direct access to your website. Why is that important? Because only a fool pays customers to come there – PPC is the most expensive way to get customers to your website, so anything that jumps PPC is smarter than throwing money at Google, and the rest.
They have turned up on business cards, the 28 Weeks film promotional posters, on jewellery, packaging, ambient media, cups, fashion and even one of ‘Space Invader’s’ tiles.
I’ve yet to see any really creative applications of QR codes on ads beyond the SAS campaign, but I’m sure they’ll soon be there.
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