QR code

We were asked to position Northwest Airlines (NWA), the largest foreign airline in Japan, as a technology leader and to collect email addresses of their target market. We took advantage of the innovative ‘QR code’, developed in Japan, to do this.

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Destination

Our objectives were to position Northwest Airlines (NWA) – the largest foreign airline in Japan – as a technology leader and to collect email addresses of their target market.

Platform

We took advantage of the innovative ‘QR code’ (a kind of two-dimensional bar code, developed in Japan) and delivered it across a range of outdoor media in the centre of Tokyo.

Design and delivery

People who took a photo of the code on their mobile phone were taken directly to NWA’s purpose-built website. For maximum visual impact we used giant billboards in high-traffic locations which became the landmarks of the campaign. Supporting these, pillar wrappings, posters, coin lockers and light boxes were used to grab attention at eye level.

Evaluation

NWA successfully enhanced its position as the technology innovator in its category and achieved a huge amount of PR and word of mouth through such an innovative use of traditional outdoor media. Website visits were 35% over target and the campaign was extended as a result. The campaign was shortlisted for Best Use of Outdoor at the Cannes Media Lions 2006.

Context

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Region : Asia Pacific

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Media : Online Digital

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Media : Mobile

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Sector : Travel

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Sector : Media

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