South Korea's Emart Uses Shadow QR Codes to Boost Lunchtime Sales

Emart Sunny Sales Shadow QR CodeThe much maligned QR code gets a boost of creativity thanks to an initiative by South Korea chain store Emart.

The stores were suffering low sales over the lunchtime hour. To solve this issue they created a three dimensional display that revealed a shadow-based QR code only during the hour of 12 to 1pm when the sun hit at just the right angle. When scanned the users were directed to the eMart ‘Sunny Sales’ mobile site where they could take advantage of special offers including a $12 off coupon, redeemable in-store or on the mobile site. The site orders would be delivered the next day to the buyer’s home.

The campaign proved to so successful that the program was expanded from 13 to 36 locations. 12,000 coupons were issued, there was a 58% increase in eMart membership, and most importantly a 25% increase in sales of eMart mall during lunch hours.

The agency behind Emart’s ‘Sunny Sales’ shadow QR-code is Cheil Worldwide, who last year had produced the Tesco subway virtual store.

South Korea

South Korea’s Emart Uses Shadow QR Codes to Boost Lunchtime Sales

Emart Sunny Sales Shadow QR CodeThe much maligned QR code gets a boost of creativity thanks to an initiative by South Korea chain store Emart.

The stores were suffering low sales over the lunchtime hour. To solve this issue they created a three dimensional display that revealed a shadow-based QR code only during the hour of 12 to 1pm when the sun hit at just the right angle. When scanned the users were directed to the eMart ‘Sunny Sales’ mobile site where they could take advantage of special offers including a $12 off coupon, redeemable in-store or on the mobile site. The site orders would be delivered the next day to the buyer’s home.

The campaign proved to so successful that the program was expanded from 13 to 36 locations. 12,000 coupons were issued, there was a 58% increase in eMart membership, and most importantly a 25% increase in sales of eMart mall during lunch hours.

The agency behind Emart’s ‘Sunny Sales’ shadow QR-code is Cheil Worldwide, who last year had produced the Tesco subway virtual store.

South Korea

Clever Ad Concept Uses Customized QR Codes to Connect to Mobile Users to App Store

QR Code Ad Concepts

This series of ad concepts created by UK digital agency Stupid showcase just how creative you can be when using a QR code in an ad or poster. The QR code itself is constructed of of elements from Angry Birds and Instagram in these examples.

When developing a campaign using QR Code (especially a creative solution such as these) you must remember the following;

  • Maintain a contrast between the darker and light areas of the QR Code so that it can still be easily read
  • Know your environment. Is it well lit? How far will your user be from the creative? Knowing this will help you understand what the ideal size is for your QR code.
  • Test with multiple apps on different mobile devices

Remember that the QR code itself is simply a trigger to activate a mobile experience. Whether it’s RFID, NFC, SMS or your user is tapping in a URL your destination should be optimized for mobile users. I know it seems logical, but everyday I find QR codes that drive unfortunate users to traditional web pages where a user is forced to scroll their way around.

These concepts are great examples of using QR codes to complete a simple end-to-end mobile experience.

Via Ad Goodness

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Randy MathesonI am a Nova Scotia raised Creative Guy, currently Director of Emerging Media at Delvinia, a Digital Strategy & Customer Experience Design Firm in Toronto. I’m a huge fan of the creative use of digital technologies in social media, marketing, sports and entertainment. I use this blog to share the more interesting examples that I find. If you’re in need of a break, join me over at Madtini.com for a cocktail.

Music Video Features Dozens of QR Codes

Director DuNo Tran has gone QR code crazy, inserting a pile of them into the music video for Shin-B‘s latest song ‘Get Up and Go’. Once the video received 10,000 views (which it just did), the QR codes will link to prize giveaways including smartphones and streetwear.

Of course none of these QR codes can actually be scanned while watching the video. The only way to read them is to play the video full screen, hit pause and scan.

It’s unfortunate that the contest and giveaway angle of this video isn’t better communicated. The idea has great possibilities for a scavenger-hunt style game. Viewers could scan the codes and earn points towards prizing.

They have provided a very good instructional video on how to use the QR codes, including a recommendation of the Red Laser scanner app.

Ford and ScanBuy team up for Ford Focus Hunt at Internet Week NY

Ford and ScanBuy have teamed up to launch the Ford Focus Hunt during Internet Week New York. People attending will have the chance to win Ford’s IWNY Prize Pack, including two tickets to the Webby Awards, a suite in the Roger Smith Hotel and a ride to the Awards in a 2012 Ford Focus (I suppose, it beats a cab).

To win the prize package, IWNY attendees will have to track down (according to the website you just have to find the IWNY Booth) and scan five QR codes to unlock special badges using their ScanLife reader.

When unlocked each of the badges highlight a feature of the 2012 Ford Focus. The badges were designed by New York graphic designer and illustrator Matthew Langille.

One beef I have is the relatively long form asking for not only my name and email, but my full address and phone number as well as opt-ins for future communications. After seeing the simplicity of the Mobio app entry form for the Top Chef Canada contest I posted about yesterday, this seemed like a bit of a step backward.