A QR Code is helping to identify future high flying university students in Israel. The best universities require a very high score in the nationally administered Psychometric Entrance Test (PET). Israel’s largest education company Kidum have developed a special course for students hoping to achieve the highest scores when taking the PET. In order to promote the special course and identify the smartest students attending an annual education fair a demo PET test postcard was produced (image below). The answer form was designed as a QR Code with missing squares. Only students that correctly answered all questions and filled in the correct missing squares were able to activate the QR Code and then claim a prize. The 19% of students who successfully completed the test were of course the exact target market for Kidum’s new course.