Designer QR Codes: How does your business create identity?

For some, the craze of QR codes has come and gone without much flash. For others it is just beginning. The standard black and white QR as shown below does very little in the way of differentiating between brand identities. Is it for Coke? Pepsi? United Airlines? Who knows? Does it elicit any feeling? I didn't think so...  

That is where something like Designer QR codes come into play. In-turn many see this as a key driver in the re-birth of this technology.

A Designer QR code (quick response code) is a clever and imaginative way of taking a standard black and white code and transforming it into something which speaks and communicates about your brand and what it stands for. In essence they really captivate people's imagination in new and intuitive ways and allow for the connection between the physical world to that of online. They also allow for tracking of information such as geographical location, time and other key metrics useful to advertisers.

Another relevant point for this debate on the re-birth of QR, is noting the cycle we all seem to find ourselves within as relating to new technological innovation. It is well documented that as new waves of opportunity and capability are bestowed upon us, too often we as users and marketers are caught up in the romance of the technology itself and what it can do. However often times we do not pay enough attention to the actual applications which are best suited to the technology itself. This problem had certainly affected QR in an early adopter country like Japan initially via errant codes being placed in questionable locations which surely did not allow for the best use of its capabilities.

Where things get interesting, is that it seems as though marketers are catching up and finally understanding practical applications for the media. Enter in other developed markets such as the North America and some other European countries which finally have phones and infrastructure which are able to handle the technology. Now you have a potentially interesting mix of relevant experiences to draw upon from early adopter markets (both a TO DO and NOT TO DO list when it comes to application).

In returning to the newness of the Designer QR code capability, we have a technology that could really make some serious headway in connecting both our offline and online worlds in fun and engaging ways.

Here some 2011 Q3 global stats for QR code use, from research firm 3GVision via 2D Code blog editor, Roger Smolski:

• Worldwide usage on growth path: Q3/2011 growing by 20.0% over Q2/2011, with daily scans coming from 141 different countries around the world
• Barcode usage in North America continues to expand in Q3 with 42.1% growth in the USA and 35.1% growth in Canada compared to Q2/2011
• QR code activity in the Spain and Australia showed a significant growth in Q3 of 66.5%, and 50.9% respectively over Q2/2011

Top 10 users of mobile barcodes during Q3/2011

(1) 1. United States
(2) 2. Germany
(5) 3. Canada
(3) 4. UK
(4) 5. Italy

Top 5 growing countries for Q3/2011

1. Czech Republic (66.5 % Growth over Q2/2011)
2. Spain (65.6 %)
3. Australia (50.9 %)
4. USA (42.1%)
5. Canada (35.1%)

If you would like more information on Designer QR codes please contact us at BRANDPOINT Advertising. http://www.brandpoint.jp/en

Check out the examples below of other fun ways to use the Designer QR Code:

Are You Creating Cut Through?

As I sort through the various ad industry tweets that pop up daily, I am stunned by two things consistently. One is the amount of creativity out there on a global scale, which is always pushing boundaries and always finding new ways to reach people in such unique and engaging forms (SEE Nike Ice Cream Truck Video above). The other thing I consistently see is the herd mentality towards one particular idea, concept or media. At the moment and within my world, it seems to be DOOH signage (digital out of home advertising) and a lot of companies have jumped on this one and are pushing hard towards setting up shop within this domain.


In as far as DOOH goes, I get it. If done right with good content and good locations it can be fantastic. However, those two variables concern me the most as they can often be out of one's control.  Without hitting those two points, the media itself can be lost in the noise of everything else. Your big ad spend in this area can quickly turn into a glorified television set which has simply been placed in an unusual location. 


Does a digital screen in a convenience store window really stop you? Or what about CM's in train stations? Do they ever force you to stop and react? For consumers, is this media new? Do they not watch TV at home and see commercials daily? Have you heard anyone recently talk about a CM and how great it was? In essence does this create pull and pure memorable engagement? 


My point is that we as advertisers, agencies and media firms need to be careful about rushing into things simply for the sake of being able to. Sure things sound fun and the technology could be amazing but ultimately what kind of pull does it create? How does it make things memorable for the intended target?  


As we all know within advertising, if we can create something pure and memorable which can 'physically' elicit a reaction such as a smile, a look of awe, a shriek of excitement or something of that nature the media/content worked. We need not worry about the rest such as the social media play because that will naturally follow if your original strategic play was good.  


In essence, my advice for those of us within advertising is to really re-consider the fundamentals of what the industry is built on, which of course is engagement and ultimately action. The tools to do this have certainly changed and that is what is difficult. However, we need to be wise in choosing the right mix to achieve our aims. 

What Does 'PIE' Have to do with Advertising?

What does PIE have to do with advertising you ask? Well, quite a bit according to a recently launched experiment by the well respected global advertising agency Wieden and Kennedy.

PIE (Portland Initiative Experiment) refers to a project which is just as much ambitious as it is innovative and aims to partner start-ups with big brands and Wieden clients to 'curate technology and innovation.' 

In essence, they are supplying a cauldron in which they can throw in and brew all sorts of good stuff such as start-up creativity, passion along with a healthy dose of real world needs of big brands. All of which they feel could lead to a very interesting concoction which capitalizes on the shared and mutual learning and experiences from brands and the start-ups themselves.

The initiative has already gathered formal support and backing from Coca Cola, Nike and Target.

It works by W & K supplying office space to promising start-ups, up to $18,000 USD and and access to key investors and developers. Brands are to supply mentors which will work with the start-ups as per supplying information and insight along with guidance relating to the exploration of potential brand-alignments and business opportunities.

All in all, as stated it is an ambitious project but one that certainly offers huge potential for all parties involved. In particular, the lessons it offers to advertising start-ups are invaluable and could certainly spell the difference from simply creating a mildly successful business to one that is able to really penetrate and build its models to truly suit what the big fish out there are all after.

Hats off to W & K and I would love to see this experiment catch on in other parts of the world.

Outdoor Advertising: The King of Impact?

Simply looking at the photo posted above--which I might add is a train station platform that was temporarily converted to appear as a FedEx branded tennis court--I challenge you to consider whether you get this kind of impact with another form of advertising outside of outdoor? 


Keep thinking...


Anything? Digital? Print? Possibly television, however that is becoming harder and harder to pull off these days with reduced attention spans.


This FedEx campaign truly signifies what outdoor advertising and more succinctly what 'experiential advertising' can do when done right. For those of you, not immersed in the world of advertising, 'experiential advertising' refers to allowing customers to engage and interact with brands, products, and services in sensory ways. It's the difference between telling people about features of a product or service and letting them experience the benefits for themselves. It is often used to drive sales and increase brand image and awareness. 


In this FedEx campaign, they used Wimbledon’s Tennis Championships main commuter station, Southfields, and transformed it into a lawn tennis court for the duration of the games.

This complete hijacking of a major station has certainly allowed FedEx to effectively connect the brand much more prominently with sport just ahead of the Olympics. They have also done it in such a way that it undoubtedly captures the attention and imagination of people. 

What is even more clever I feel, is that when something like this is done right, it also has the potential to become a viral geographical play. WIth a global brand such as FedEx and an assumed strategic objective of turning something like this into a viral spread, one can really see the value this offers to their brand. Good content as we know, is endlessly posted and shared via tweets, blogs and videos and something like this certainly fits those parameters of good posting/re-posting material for many. 

So to come back around, I challenge you to think of another form of media which can not only 'pull' people towards the brand in fun and engaging methods,  but also naturally fit into our newly developed habits of sharing and spreading of good content. 

Outdoor Advertising: The King of Impact?

Simply looking at the photo posted above, I challenge you to consider whether you get this kind of impact with another form of advertising outside of outdoor? 


Keep thinking...


Anything? Digital? Print? Possibly television, however that is becoming harder and harder to pull off these days with reduced attention spans.


This FedEx campaign truly signifies what outdoor advertising and more succinctly what 'experiential advertising' can do when done right. For those of you, not immersed in the world of advertising, 'experiential advertising' refers to allowing customers to engage and interact with brands, products, and services in sensory ways. It's the difference between telling people about features of a product or service and letting them experience the benefits for themselves. It is often used to drive sales and increase brand image and awareness. 


In this FedEx campaign, they used Wimbledon’s Tennis Championships main commuter station, Southfields, and transformed it into a lawn tennis court for the duration of the games.

 

This complete hijacking of a major station has certainly allowed FedEx to effectively connect the brand much more prominently with sport just ahead of the Olympics. They have also done it in such a way that it undoubtedly captures the attention and imagination of people. 

What is even more clever I feel, is that when something like this is done right, it also has the potential to become a viral geographical play. WIth a global brand such as FedEx and an assumed strategic objective of turning something like this into a viral spread, one can really see the value this offers to their brand. Good content as we know, is endlessly posted and shared via tweets, blogs and videos and something like this certainly fits those parameters of good posting/re-posting material for many. 

So to come back around, I challenge you to think of another form of media which can not only 'pull' people towards the brand in fun and engaging methods,  but also naturally fit into our newly developed habits of sharing and spreading of good content. 

 

How to Ensure the OOH Prophecy is Realized

"Brands need to engage people in everyday life."


"With outdoor you have the freedom to connect everything together."


"The Outdoor category at the Cannes Festival of Creativity awards reflects the future direction of the industry."


"The very best campaigns are able to bridge the gap between the traditional categories and can push the boundaries further."


"Outdoor's endless opportunities will persuade clients to shift more of their focus and advertising spend to the medium."


These quotes are certainly powerful. The fact they come from a leading creative director--Ed Morris--and juror from the outdoor Cannes festival awards, gives them even more clout. 
These are the types of quotes and beliefs needed to further educate and inform brands and agencies that outdoor is a powerful and underused tool within an advertising arsenal. 


The fact remains that outdoor often accounts for smaller portions of budgets. At times this can require an intensive pitch to brands, of which I would venture to say a majority still think that outdoor is strictly represented by billboards. This of course couldn't be more untrue, as many of us within the world of outdoor understand. 


Despite these challenges, their is a true abundance of media options and solutions available to outdoor. The ability to really make a significant impact is real and will undoubtedly continue to build. It seems that Ed Morris' prophecy of an advertising age in which outdoor plays a major if not central role could be on its way. But to ensure all of this, 'the now' should represent an intensive period of education. 


Educating brands, agencies and properties in as far as how they all stand to benefit is the key for deepening the penetration of outdoor. Additionally, noting creative and unique ways to accomplish objectives outside the realm of traditional is also very much something which needs to be further refined. Lastly, and perhaps the most important I feel, is enlightening involved parties that outdoor truly is a bridge to a brands online play and investments. Outdoor can be the missing link for a genuine 360 degree campaign which aims to penetrate both the digital and physical realms. Presence in simply one sphere of a human's consciousness will not be enough to achieve that top of mind awareness that advertisers really crave. 


It does help that large brands are starting to get it. More and more successful case studies and even award winning campaigns are being developed. It also helps that digital giants such as Google and Microsoft lead this wave. To some, it may be ironic that firms which are defined by a digital existence should lead the charge. However, they seem to truly understand that one sphere of existence is NOT enough. A lesson which needs to be taught and re-taught to ensure that our bright  'outdoor' prophecy is realized. 

Emotion is the KEY in OOH

Out of home advertising campaigns are always based on getting attention. However, there are so many options and price points available ranging from standard billboards, guerilla stunts, digital and so on. The mix can be quite varied and diverse. The key question is centered on efficacy though. What will be the best value or mix for an effective campaign?


Well to answer that, an interesting study was released recently by a top Neuroscientist, Dr Phil Harris from the University of Melbourne. The study was based on what helps consumers recall such outdoor advertising. What it found was the importance of active information processing in aiding recall. The study clearly noted that simply noticing something is not enough for consumers to recall a campaign. Advertisers should be honing in on deepening engagement. The three key methods of ‘switching on’ consumers include emotional arousal, experiential learning and sensory branding.  


This is rather poignant stuff and simple decisions in the planning phase of a campaign can really go along a way in terms of really making a lasting and memorable impact.


Have a look again at Coca Cola's latest media and tell me, how do you feel from this? What kind of emotions would this elicit if you came across it in the course of your day. 


Do you follow?


Some conclusions and tips to be drawn from this?


1. Creativity in outdoor can and will create a powerful connection via emotional engagement if done properly (see this link)


2. Cost to achieve efficacy can be more at times, but in advertising or anything else there is little value in wasting time, energy or resources on sub-par results. Analyze the goals and make sure your media CAN really achieve them. (see this video case study for inspiration)


3. Forget standard billboards and posters unless they have some kind of creative or unusual flare. Can you recall the last time a billboard or poster made your heart skip a beat and 'pulled' you?


4. Seek out innovative OOH media firms. They are usually small but incredibly focussed and centered on delivering the results you seek (shameless self promotion)


5. Play with your media mixes. Make sure they can all connect and leverage off one another. 


6. Remember that the deeper the engagement or emotional arousal, the more likely the action will follow suit. All advertiser crave the spread of 'likes', posted pics, comments, tweets, Facebook engagement etc. That is where every advertiser wants to be and it is not as difficult as one thinks to create this spread through the right kind of media.