QR Codes on posters were placed throughout downtown Toronto. The codes sent people to a mobile site where they could win Vespa mobile wallpapers, Vespa video ring tones, Free Vespa T-shirts, 40% off clothing at local Vespa Dealers, even win a brand new Vespa LX150, instantly.
Michael Gramlow, Creative Director, said “The Vespa campaign was intended to create ‘buzz’ for the brand by utilizing a very new technology that would appeal to the youth demographic. Our expectation was that a core group of tech-savvy people would spread the word about the campaign and the technology needed to participate”.
When asked about future campaigns he said “Although we’ve discussed doing other QR Code-based campaigns for some of our other clients, the largest hurdle in our market remains carrier adoption. Without one of the major carriers supporting QR Codes (ideally by pre-installing a reader on compatible handsets) the likelihood of wide scale adoption is slim. So while it may appeal to a certain demographic (probably more youth-oriented and tech savvy) we’re far away from being able to run a mass/mainstream campaign”.
You can see the full details on the campaign here.