Decoding The QR Codes...

The twenty first century marketing exercise is all about creating Engagement & making consumers addicted to a brand. Long gone are those days when brands wanted to only reach & constantly be visible to the customer & create TOMA.

Forward looking brands use the traditional medium like Print, TV, Radio & OOH & also other digital medium such as Websites, Apps, Social Media & a plethora of those sorts to create an enriching & continuous flow of communication to its consumers.

So here’s my Blog that discusses about how QR codes could be a simple yet an effective solution to create all that we need to ensure the buzz & stay top of mind of those who matter.

But before we go ahead, here’s a Fun Fact …

The QR Code was first introduced by Toyota to track the vehicles in the manufacturing process.

A lot is being spoken about conceptualising a QR campaign, its usages & of-course the final ROI that a brand can take back.

To begin with, I would like to mention that QR codes are one of the many ways a brand can Link its Online & Offline Communication.

These codes give an advertiser the unique opportunity to give Life & Enhance communication experience on Static media like Print & OOH, if integrated well, maybe on Television & Websites as well.

A brand can create a QR code & integrate its AV communication with the static ad and go on to attract an Eager to Experiment consumer.

Brands can also use this facility to enable a 2-way communication process thereby engaging & understanding the customer better.

A server located at the Brand’s end, can also be used to track Geo-location of the user, Demographics of the viewer, gauge his behavioural traits & other vital information. Brands can later also continue their communication by sending Mails & automated IVRs & SMS shortcodes. The server collecting data will serve as an Offline Campaign Management System which will also show the efficacy of other static medium used.

I have also thought of a few ways how various Product / Service Categories can use QR codes in their campaigns...

In the Retail Sector, I take inspiration from Tesco which put up virtual Malls at the Subway & Bus stops. While waiting, the customer could scan & shop for the product & voila! It is delivered to their residence whenever they want it to!!  

QR codes will be very useful in the Brick n Mortar stores. Let’s say that PG compares its shampoo with its competitor in-store with a simple graphical slide...the turnover begins!!

Luxury Brands can put up virtual stores at Vintage points which attract the higher SEC of consumers... Let’s imagine a day when famous Art exhibitions are held on plush streets & one could bid for them through a QR code enabled app!!

We walk into a Wine Shop & we see Johnie Walker QR code! So we scan it & it lands you on a mobile Web Page, where you can read about the different Labels under the banner. It also allows you to register for updates, posts on your FB timeline, Pin images & through an SMS short-code, you can download the Logo for your Mobile Wallpaper & a ringtone!!! – Just another way to create more awareness & thereby loyalty of the product. And again, with its integration to Social Media, the consumer becomes the Brand Endorser!

The Automobile Sector can actually bring my favourite game Need For Speed Garage type experience on dailies & other business magazines to give a 360 degree view of the vehicle...! Needless to mention, this could also be used for the Real Estate category who may want to exhibit their properties to the affluent class.

I admire the Scandinavian Airlines QR Campaign  where it required a couple to decode the Voucher number & enjoy their trip...!  

I just thought that Radio Taxis & Hotels can flash QR codes while the aircraft is landing! This way, they can create loyalty programs to the most probable customer set.

And then there is the coupon business when one gets vouchers / accumulates points each time he ‘checks-into any outlet of a CCD, Starbucks, Barista and their likes...Brands generally use this to understand the Consumer’s Behaviour & also create a Loyalty Program.

Another way one can integrate QR is to take it On-Ground! Event Executives could wear QR T-shirts or Human Banners at Malls & other high footfall areas, create buzz, have people scan & get a Voucher which can be redeemed at the store.

An Entertainment Channel who wishes to amplify their Reality Show...can use QR codes to have people scan & participate to win exciting prizes. Once the viewer is on board, the channel can go one step ahead & send reminders on upcoming shows & also other new launches. It can also directly take feedback from its audience on the genre / type of show they intend to watch...thereby staying ahead of the curve!


A Movie Rental company or even an e-cinema (just coined it) can put up posters with QR codes to enable movie goers to download the blockbuster movie online for a charge per view...

Finally, for the purpose it was made – Logistics et Packaging. QR codes may also be applied on every product, to give a detailed history...right from manufacturing, product description, expiry date, price, etc...

There are many & more ways one could use QR codes in their campaign, but here’s what I feel is important to note....

• While using QR codes in the Open, note that the audience are moving. It is important to understand how the code is going to catch their attention!

• Then the advertiser needs to drive them to scan the code. And that’s where the engagement story I discussed above begins...There has to be a contextual / tangible reason to invoke a desire to scan.

• Also while using QR codes on bill boards / bus junctions, there are difficulties to scan the codes as they are very far. So avoid putting them up on such locations! Proximity to mobile is the key here

• It will be unfair to expect a person driving at a speed of 80km/hr to actually scan the code from the busy streets of Mumbai!

• Give an option to come back later / follow up action. If there's an event you wish to emphasize, try linking it to the mobile Calendar.

• Avoid putting up QR codes in Less Mobile coverage areas! Finally if the advertiser’s page doesn’t open, the brand is blamed for poor execution & not the service provider!

• The decoding should be hassle free. We all know that the 1^st few seconds are the most vital as the consume forms an opinion. The content should appeal to the eye & prompt the user to engage further on the campaign

• The landing page of the QR code should be mobile-enabled. If one finally goes to the website of the company, then why do you need a QR for that?? Besides, there are serious difficulties to browse on a non-mobile page

• Adaptability to various Smartphone OS & models within them is also very important. I wouldn’t recommend that a company comes out with a zillion versions for their QR, but the most used Smartphones in the TG within the geographic area has to be definitely targeted well.

• QR campaigns are not only about giving sweepstakes & discount vouchers. It can be used effectively to create brand awareness, engagement, loyalty & finally a Love Brand that any consumer wants to look up to! 

• Creativity: Finally, it boils down to where it started from – the Experience..! The experience the customer gets on his mobile / tablet should be remembered for quite some time. If the creative is going to land on a FB page / company website or any such cliché advertising sorts, it may eventually bring out a negative effect on the mind of the consumer, because his purpose of taking an effort is defeated.

Cheers, ADi...