As part of communicating the value of both QR codes and the Insqribe real time analytics platform, we would like to share a recent and successful campaign. One of our clients, letterboxdeals.com.au launched their first print catalogue issue across the Sydney metropolitan market.
Letterbox Deals is a new premium quality product coupon catalogue that has entered the Australian market. See the product catalogue front page below.
Campaign Objective and Scope
The campaign objective was to build awareness of the Letterbox Deals brand with Sydney households by giving away Dell notebook computers. The consumers in these households had the opportunity to enter a competition (see above) via 2 options:
- Website; or
- QR code (see image below)
Campaign results
- No of Households received Letterbox Deals Catalogue in Sydney – 1.3m
- No of competition entries – in the thousands (,000’s)
- % of entries submitted via QR code to mobile site submission – 25%
- % of consumers downloading QR code reader via Insqribe service to enter competition – 60%
- High % of the QR code scans occured within people’s homes (as tracked by Insqribe platform)
Campaign Insights (and misconceptions)
Here are the insights gathered after reviewing the results of this campaign:
- What does it mean when 60% of entrants downloaded a QR Reader, and were therefore new to using QR Codes. It means that not having a reader pre-installed on the device is not such a big barrier. (misconception #1)
- What about 25% of competition entries were from scanning QR codes even though the entrant was at home and could use their home computer to enter. It means that the QR code as a call to action option, together with the impulse and convenience of using their mobile device was compelling enough to stop them going to their PC. (misconception #2)
These results demonstrated the value and use of Insqribe’s platform to Letterbox Deals. They have subsequently continued to utilise the Insqribe platform for further QR code campaigns and promotions.
10 Responses to “QR code campaign – successful Australian case study!”
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It appears the author forgot to add a number to “No of competition entries – in the thousands (,000’s)”
Hi Jon,
Our partners have been kind enough to allow us to share the information we have released for the benefit of the broader 2D code community. For various reasons, we cannot reveal total numbers. However, as you can determine by the distribution of the catalogue, entries to the competition were significant. The fact that 25% of entrants scanned the code shows that the QR Code worked as a call to action.
Cheers
Danny
I find the study fantastic – but without an idea what the base of the 25%, it is impossible to determine if the numbers are significant. I understand the limits of what can be published. Maybe just a percent range? Thanks for what you could post.
Hi Jon,
Really sorry but I can’t give you the exact numbers. Lets just say that a competition to win a Dell laptop went out to 1.3M households. Its inevitable that the number of entrants would be very high.
Cheers
Danny
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