Is it possible to sit on the fence when it comes to QR Codes? Or is it merely horses for courses? [I do love a good idiom]
A few months ago we proposed a number of poster campaign concepts to a client aimed at increasing student placement numbers within IT. One of which focused on a QR code turned into a character illustration. It provided a nice bit of theatre during the presentation when they all tried it out. The client chose a different route in the end, but it went down really well. Their reluctance was down to the prevalence and audience understanding of QR Codes, even for a young IT literate crowd. A fair point, not everyone has a smartphone.
A Gimmick? A Bandwagon?
There was also a fear of jumping on a bandwagon, despite them being around since 1994. We are certainly starting to see them creep into advertising campaigns in increasingly creative ways. But using them as the main focus has become a bit gimmicky. It seems far more sensible to simply use them as you would a URL, email address or secondary call to action. The only downside is, they’re pretty ugly.
Potential Rich Experience
The big positive however is the extended reach to digital. That’s where I’d like to invest some time and thought. A rich mobile experience targeted just for the customer interacting directly with your brand. Add to that the possibilities of geolocation and we’ve got an interesting mix. One that we can all exploit creatively.
So love them or hate them, I suspect the QR code is here to stay. And the more creative we are with them, the faster they’ll become ubiquitous.
But before we all rush off and plaster our campaigns with them, it’s worth noting and getting ready for Near Field Communication [NFC] and also Radio-Frequency Identification [RFID]. Interesting times ahead.
I’d be interested to hear some thoughts from those in our industry. Love or hate?