Korea’s largest retail chain, Emart, found that slumping sales at midday were casting a shadow over its revenues and came up with a clever way to attract lunch-time shoppers. At its 38 locations throughout Seoul, Emart installed three-dimensional QR codes on outdoor pillars located to catch the sun. Like a sundial, the shadows on the QR code moved as the sun changed position, and passersby were alerted that they could only read the QR code’s message between 12 noon and 1 pm. Consumers who scanned the code were directed to the Emart online store where they received $12 coupons for products that would be delivered to their homes. Thousands of consumers claimed Emart vouchers, and sales increased by 25% during the lunch hour.
SET creative agency in Japan, which has produced a number of imaginative QR code designs, has created this QR code logo for the Japanese Red Cross. The code reveals information on how to donate to the earthquake/tsunami relief effort in northern Japan. Worldwide, you can donate to a number of relief organizations that are helping victims of the devastating disaster, and we hope you will.
From Gizmodo comes this report of how the façade of an entire building in a Tokyo shopping district has been covered in a pattern of QR codes that can be read by smart phones. The N Building AR project by Teradadesign and Qosmo lets passersby view the QR code on their cell phone to enable the display of all kinds of information, including store offerings and interactive ads. It will even allow users to download coupons and make reservations. This is an intriguing concept, but it may meet consumer resistance. Without in-your-face advertising, it may be hard to draw the attention of people who don’t want to be bother holding their cell phones up at QR patterns on a building to see what they have to say. Still, like many other inventions that were initially discounted as futuristic fantasy, QR codes as a communication device should be ignored at your own peril. In recent years we have seen too many “safe” communication design/marketing professions disappear for lack of demand. If QR advertisements on buildings and billboards catch on, who will that affect, how will it change our jobs, and how do we get ahead of the trend rather than be trampled by it?