What makes the campaign a benchmark for South African audiences is that the consumer doesn't necessarily have to own a smart phone to engage with and experience the campaign. The application can be downloaded on any mobile phone that has a camera.
The play on the code is a method of pinpointing and utilising the desire of the target audience to live the life of glamour and style and making the audience feel a part of an exclusive and privileged group.
"The adverts are part of the above the line campaign aimed at driving awareness with the consumers. Once consumers know about the campaign, they are directed to the microsite to register their details. A select few will be invited to party VIP style at two exclusive parties in Johannesburg and Durban," says Candice Stuart, category manager for KWV imported brands.
The mechanics of the campaign have been planned down to the smallest detail and the use of the QR code is carried out right down to event registration. The codes will have details of the microsite address and instructions on how to use them.
