QR code is a kind of a gateway connecting a digital world and a true life via mobile devices. Though nowadays more and more people believe QR code is going to die out or be replaced by other cutting-edge techniques, marketers still put so much effort into encouraging customers to scan the QR code. Last week Kelly showed us some giant QR code from the slide which tried to catch customers’ eyes. In fact, not only the size matters, I find a QR code campaign impressively initiating conversation by a novel experiencing of a 3D QR code created by sun and its shadow.
The case is E-MART, the largest retail chain in Korea, recently launched a QR code campaign called” Sunny Sale”. The company realized there was a sales gap during weekday lunch time. We might take this phenomenon for granted but the marketers came up with the idea of giving people a unique lunch shopping experience to increase sales during the period.
E-MART launched 3D QR code sculpture only readable from 12:00pm to 1:00pm, due to the position of the sunlight and shadow. E-MART expanded a concept of QR code from digital 2D image which is composed of 0 and 1 to analog 3D figure as an artwork which has width, height and depth. The unique time limit restricting chance to participate per day quickly brings the attention to many people. The campaign gives an added scarcity value to participants making obtaining the benefits more attractive. Consumers who scanned the QR Code were directed to the E-MART online store and received $12 coupons for products to be delivered in their homes. This action expanded to 36 locations in Seoul, increased the number of members by 58%, and led to a 25% increase in sales during the lunch hour.
So, what’s the reason the sun plays a key role in the campaign? According to the marketers from this campaign, they indicates that sun uses that time to direct to the location, and represents positive meanings such as happiness, and hope for the brand. The campaign definitely brings positive thinking about E-MART and their brand to potential and original customers through experiencing a novel QR code created by sun and its shadow. Since this campaign was so creative and successful, it won 5 Lions at the Cannes Lions 2012, 2 prizes at London International Awards and 7 prizes at Spikes Asia 2012.