QR Codes: A New Era in Advertising

QR codes (quick response codes, QRCs) have been around for decades but are just gaining popularity in recent years due to the increased use of digital and mobile technology. Unlike the one-dimensional barcodes, QR codes have a two-dimensional matrix design which allows them to store much more information.

Initially, QRCs were used by manufacturers in order to optimise production capacities. In recent years, QR codes have become a novelty marketing tool which allows customers to access product- and company-related information on-the-go. All you need to do is scan the code with your smartphone and a special app will do the rest. Contained data can be transformed into a predefined message, an image, documentation or a hyperlink. Buses, billboards and magazines are already common places for QR codes. This technology attracts attention with its modern graphic design and provides a centralised database which can be accessed anytime and anyplace as long as you have a smartphone and an internet connection.

QRCs provide endless opportunities to inform, advertise and attract people to virtual and real-life destinations. No wonder that they are becoming the new thing in the tourism industry.



source: Creativeview.co.uk

In the summer of 2012, the city of Lisbon brought together traditional craft and modern marketing by creating a pavement QR code campaign. Walking along the street you may stumble upon a mosaic which is more than just street art. It provides tourists with information about major attractions in the area. Strategically located QR codes inviting visitors to Portugal are also to be found in Barcelona. The campaign was unveiled on 10 June 2012 at a tourism trade fair in Barcelona, during the commemorations for Portugal Day.Similar initiatives are undertaken in Rio de Janeiro and Seoul.



source: Soehnepartner.com

Another urban application of QR codes will be created in Dubai. Austrian architects Söhne & Partner have designed not only a building but also a medium. The Code Unique Hotel, currently under construction, will contain a giant QR code incorporated in its facade. Situated in Dubai Studio City, the building is intended to attract members and fans of the local and world film industry. The hotel will provide premium service to travellers and is already becoming an attraction itself due to its futuristic design.





source: Missionhillschina.com

QR codes may also appear in natural landscapes. In January 2013, the Mission Hills Golf Club in Shenzhen choreographed a giant human QR code in the golf premises. The idea is to promote global sustainable eco-tourism and celebrate the 20th anniversary of the club. The code was comprised of 2000 employees carrying umbrellas and could be seen from the sky. When scanned, it redirects to a campaign website and engages visitors in a sustainability survey. Participants then have the chance to win a holiday package courtesy of the company.

 

All these examples are a testament to a new trend in marketing and advertising which pushes the boundaries of creativity and engages people to act.

Indeed, the simple and emblematic design of any QR code allows creative application and placement. Many forms of traditional marketing have become too intrusive while people struggle to go through the information clutter. Concerning tourism, visitors are often disturbed or even overwhelmed by advertising messages which “pollute” urban and natural landscapes. QR codes are self-service tools intended to arouse curiosity - they create a gateway to information and merely invite people in.


Sources:
BeQRious, n.d. A Hotel All Wrapped Up in QR Code. BeQRious.com, n.d.
<http://beqrious.com/a-hotel-all-wrapped-up-in-qr-code/>

TPN/LUSA, 2012. Cobblestone QR Code a World First. The Portugal News Online, 30 August 2012.
<http://theportugalnews.com/news/cobblestone-qr-code-a-world-first/26701>

BBC News. Mosaic QR codes boost tourism in Rio de Janeiro. BBC.co.uk, 31 January 2013.

<http://www.bbc.co.uk/news/technology-21274863>

Lima, P., 2012. QR Code Made with Portuguese Cobblestone. CreativeReview.co.uk, September 2012.
<http://www.creativereview.co.uk/feed/september-2012/25/qr-code-made-with-portuguese-cobblestone>

BeQRious, n.d. South Korea Boosts Tourism with QR Codes. BeQRious.com, n.d.

<http://beqrious.com/south-korea-boosts-tourism-with-qr-codes/>

Söhne & Partner, n.d. Studio City Hotel. Code Unique. Soehnepartner.com, n.d.

<http://www.soehnepartner.com/projekte/studio-city-hotel>

Mission Hills, 2013. World’s Largest Golf Club & Spa Resort Creates the World’s Biggest QR Code. MissionHillsChina.com, 28 January 2013.

<http://www.missionhillschina.com/en-US/mediacenter/news_archive/the-world-s-biggest-qr-code>

Key words: QR codes, tourism, marketing, advertising, technology, sustainability, creativity

Written by: STOILOVA, Lilyana & OUYANG Xiaozhao