Guinness and BBDO New York: The QR Cup - Perfect Timing
In the endless work to create talk and attention to the Guinness brand, BBDO New York created a very clever point-of-sale campaign with this QR code cup.
As illustrated, the QR code was designed to only work if the cup was full of Guinness, a lager or pilsner just wouldn’t do and show the QR. However, with Guinness you were able to scan the code and create activation. Drinkers could use the QR code to download exclusive content or broadcast social media messages via their cup.
Thanks to the utilization of the distinctive color of the beer, the campaign literally tied with the product and even consumption situation because you had to order the dark beer in order to participate. Order, engage, enjoy and share - now that’s great thinking..
In 2011 advertisers became more and more curious and receptive to the possibilities by using QR codes in different communication situations. Although initially used to track parts in vehicle manufacturing, QR codes are now used over a much wider range of applications, including commercial tracking, entertainment, quick content delivery and transport ticketing, product marketing and in-store product labeling.
The QR codes can as many know within marketing also be used to integrate different media and platforms in the brand communication and be an easy and attention-demanding way to direct the target group to an essential landing page or certain app in the app store etc.
The following case from Heineken and Leo Burnett, Warsaw is brilliant in regard to take advantage of people’s curiosity and willingness to interact mixed with the brand messsage: “Open Your World”. In short the QR codes were simply used as an ice breaker and thus helped festival visitors meet new people:
TESCO/Home Plus: Virtual Subway Store - Media Grand Prix
As earlier written the Cannes Lions is currently taken place and as recent years there is plenty of inspiration to collect from the cases in the 16 different categories.
Today’s topic is the Grand Prix winner in the Media category, and the winner of 2011 is no other than the global brand TESCO, which have brought their stores closer to the South Korean consumers by opening virtual stores in subway stations!
It all started with the insight that South Korean are the 2nd most hard working people on the planet and therefore weekly grocery shopping is a stressful and undesirable task.
Thanks to the technology of QR codes and an app, TESCO offered all their products to be purchased by the phone and delivered to your door right after you return home from work.
What I especially find interesting, besides the results presented in the video, is that this case also reveals the realization that since consumers might not be ready and tech savvy enough to start using smart phones in radical new ways, the stores were displayed exactly the same as actual stores, keeping the shopping experience almost unchanged and familiar to the consumers (besides eliminating time consumption and carrying all the heavy groceries).
I’m sure, the growing buzz about mobile marketing and mobile payment have only just started and a case like this is properly going to raise even more attention to the unexploited possibilities and untapped potential of the mobile as a true marketing medium.
My name is Christine Dissing, I have a master in Marketing Communications Management from CBS in Copenhagen and work for SBS Discovery Media in the TV sales department. I live with my one and only in Cph and among a lots of things I like to run, watch NFL and to read all kinds of books.
I have a strong interest in branding and marketing communications in general and have a passion for great advertisements and concepts.
I love when somebody have found a way to deliver their message and achieve their goals in a new, twisted and intelligent manner that utilize a media to its full potential - both new and traditional.
I gather inspiration from a mix of consumer insights, context and content.
On this blog I will therefore write about the advertisements that somehow got my attention in regard to these elements.