OK, so I’m a sentimental fool but maybe this is the first time I’ve seen a real use for QR codes.
Have a look at this:
Yes, yes … I know it’s nothing new and there are arguably a bunch of flaws with it [from who would use it to people maybe missing the code when they get a parcel so not getting the message] however I still like it. A lot.
You see while it’s easy to find faults with it, the fact of the matter is the idea driving it is very appealing to gift givers – especially those gift givers who have family and friends living far away from them.
Sure, they may never actually end up recording a video, but that doesn’t mean they won’t seek it out because the concept appeals directly to their ‘romantic notion’ of love, friendship and sharing.
The thing is, this idea has – in theory – been around for years yet no one saw it or thought of it. Instead, the industry, me most definitely included, liked to pile shit on QR Codes, just like we enjoy laughing when someone says [for the 10th year running] “this is the year of mobile”.
However one person didn’t subscribe to this collective ridicule.
Instead he/she/it looked at QR Codes and wondered what would happen if they reframed the benefit to a particular audience segment and launched it around Christmas time and the result of that is they’ve come up with an idea that positively differentiates Australia Post from the competition [and I include ‘Amazon’ in that] and raises the overall appeal and value of the brand as a whole.
Simple. Effective. Powerful. Bloody awesome.
Actually there’s something even more awesome than that, an ad agency – BBDO Melbourne – came up with it.
Yes, they came up with a real solution and then advertised it to the masses rather than saying the answer was the ad.
[If you can’t be arsed to sit through the video I’ve linked to in the above sentence – though for the record, it’s what I say at 8 minutes that is key – you can just go here for another example]
Not hard is it.
So well done Australia Post and BBDO Melbourne.
Sure, there’s a lot of people looking at the faults, but the fact is you have done something creative that can directly influence change of behaviour and brand value [both emotionally and commercially] which in my opinion, is much more worthy of praise than adlands obsession with the admittedly good [but not nearly as good as the near mythical status it has had bestowed upon it] Dumb Ways To Die.