THE END OF QR by Publicis Brussels for Kooaba

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THE END OF QR

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Industry Consumer & Public services, Website
Media Promo & PR, Case study
Market Belgium
Agency Publicis Brussels
Associate Creative Director Tom Berth, Geert De Rocker
Creative Director Alain Janssens
Art Director Kwint De Meyer, Daniel Van Den Broucke
Copywriter Paul Servaes
Released April 2012

Credits & Description

Category: Best Use of Digital PR
Advertiser: KOOABA
Product/Service: SHORTCUT
Agency: PUBLICIS BRUSSELS
Executive Creative Director: Paul Servaes (Publicis Brussels)
Creative Director: Alain Janssens (Publicis Brussels)
Associate Creative Director: Tom Berth/Geert De Rocker (Publicis Brussels)
Copywriter: Kwint De Meyer/Paul Servaes (Publicis Brussels)
Art Director: Daniel Van Den Broucke/Kwint De Meyer (Publicis Brussels)
Art Work: Coline Le Houezec (Publicis Brussels)
Digital Services Director: Nadia Dafir (Publicis Brussels)
Web Production: Bureau 347 (Bureau 347)
DTP: Frederic Dupont/Jens Wolfs (Publicis Brussels)
Print Producer: Marleen Hemeleers (Publicis Brussels)
Media placement: Newspaper Ad - De Morgen, Het Laatste Nieuws - 25/04/2012
Media placement: Poster - Outdoor - 25/04/2012

Summary of the Campaign
Kooaba created the revolutionary mobile application, Shortcut. It works with image recognition and is a real shortcut between the touchable newspapers, magazines, advertisings and the digital world. You just take a picture of a newspaper page and you have direct access to the digital version of the articles, to share, text, and mail the content. It's really a revolution which already works with almost 1,000 magazines and newspapers around the world.

When we talk now about direct access between print and digital, people think about QR codes. But Shortcut is much easier to use, offers much more possibilities and doesn't need the black and white dots and stripes block which gives a lot of errors. In fact Shortcut is the QR code 3.0 and adapted to the future.

The print ads are dinosaurs made of QR codes. Dinosaurs are shown as the best example of a species that is not adapted to the future. So when people scan 1 of the QR dinosaurs, they were instantly redirected to the app store where they could download the application, Shortcut, which uses the image recognition technology, which they can instantly test on the newspaper they are reading.

The Situation
Kooaba created the revolutionary mobile application Shortcut. It works with image recognition and is a real shortcut between the touchable newspapers, magazines, advertisings and the digital world. You just take a picture of a newspaper page and you have direct access to the digital version of the articles to share, text, mail the content. It's really a revolution which already works with almost 1,000 magazines and newspapers around the world.

The Goal
The goal of the campaign is to make people aware that the mobile Shortcut application exists and teach them how they can use it. They have to be aware that an application ready for the future already exists and they can even use it on their favourite newspaper.

The Strategy
When we talk now about direct access between print and digital, people think about QR codes. But Shortcut is much easier to use, offers many more possibilities and doesn't need the black and white dots and stripes block which gives a lot of errors. In fact Shortcut is the QR code 3.0 and is adapted to the future.

The strategy was to launch print ads in newspapers that already use the technology. The newspapers were immediately convinced to co-operate to convince readers to use the revolutionary technique to read the newspaper.

Execution
The print ads are dinosaurs made of QR codes. Dinosaurs are shown as the best example of a species that is not adapted to the future. So when people scan 1 of the QR dinosaurs, they were instantly redirected to the app store where they could download the application, Shortcut, which uses image recognition technology which they can instantly test on the newspaper they are reading.

Documented Results
Thanks to the dinosaur ads,
- The download of the app increased 60%
- The awareness of the Kooaba Shortcut application was tripled
- Blogs wrote articles about the revolutionary application
- Newspapers compatible with the app wrote articles about it to make their readers clear how to use it. It was a win-win situation for Kooaba as both the maker of the app and the newspapers.
- The interest from other newspapers, magazines and advertisers to use the application Shortcut increased accordingly.