Using code to promote code campaign

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"This is the first time we are using QR codes as a central element within a campaign and the response to date has been beyond our expectations," says PenQuin's Greg Kockott.

"The QR code platform fits perfectly with the Remy Martin brand, a man who lives by a code dictated by his aspirations, where he comes from and what he identifies with. The communication speaks at two levels. First via the social sphere, rewarding those who fit the target market; and secondly it engages in conversation with those who aspire to be the target market - rewarding and inspiring at the same time."

"We came up with a complete 360° activation concept which has created a turnkey solution in order to strengthen its positioning in the South African cognac market." Research has shown that the users are people who have status, know what they want and where they are going.

"Some marketers in SA have used the QR code in limited capacity as part of their advertising. Typically, these have taken the user to a QR site or mobisite which has simply stated facts about a product. In this campaign, the QR code takes users into a QR site where they register their details and interact with the brand. Through this, we can profile the defined target market in order to see if the person fits the mould of a typical brand man, in order to be invited to attend VIP events.

"Once registered on the site, users can interact with similar like minded South Africans fitting the client's profile. This is the first time it has been utilised for a through the line communication strategy in this country, bringing all the elements together.

"Creating this concept had its challenges but this type of marketing platform allows one to add onto it as one progresses and it has huge potential for end users," he concludes.