MY AD OF THE WEEK .87

This charming handmade ad from Airbnb gets my pick this week. It's shot in 1 take from the perspective of a toy train, that goes through a whole range of landscapes from castles to rain forests. It took 30 people, 5 weeks to build this huge 85-square-meter set. I think it's a nice technique to show the range of offerings from Airbnb and the level of craft on such a small level is impressive.

ARE QR CODES WORTH PLACING ON YOUR AD?

QR codes where originally designed back in 1994 to track vehicles during manufacture. Since then they are used to connect the offline world to the online world.

I want to give you both sides of the coin and finish with my verdict on them. I’ll start with my negative hat on.

NO

I knew the percentage of consumers scanning QR codes was going to be low, so I did some research and found out only 19% of USA consumers have ever scanned one. That’s ever; I can imagine a lot fewer have scanned one again.

The reasons why it’s so low, well it doesn’t help when advertisers aren’t using them correctly. Linking people to the wrong content is a key one, but more importantly what’s giving them a bad name is there placement. Sticking a QR code on a moving vehicle, on the other side of the train track or at an underground station (that has no Wi-Fi or connectivity) isn’t a good idea.

It’s also hard for QR codes with new technology making it easier and more engaging for consumers to get to your offering.

YES

Here are some nice ways that advertisers have used them, to show that they can live on.

A simple and very effective use is when they are linked to interesting content. Like Australia mail that let consumers create a video stamp, a QR code that links to a personalized video message. The second best thing when you can’t be there to give your friend their gift.

Some advertisers have even edited QR codes and integrated them into their ads, like these Disney posters.

You can actually edit up to 30% of a QR code, which gives advertisers more flexibility and more of a creative opportunity.

The location and timing when consumers scan them is extremely important too. Like this supermarket chain, which was losing business at lunchtime, so they created a shadow activated QR code, an installation that only became a visible when the sun hit it between 12pm - 1pm. Leading people to discounts in their store.

VERDICT

I don’t think they are dead; they just need to be used in interesting, engaging ways. Advertisers need to stop being lazy and give people a unique experience, add value to the ad and reward consumers with good content.

If advertisers do link it to their client’s site, they need to make sure it directs the consumers to a mobile optimised site. So before advertisers just stick another QR code in the left hand corner of their client’s press ad, they need to think about when the consumer will see it and how they will interact with it.

Create a reason why they would want to scan it.

MY AD OF THE WEEK .86

I watched these ads below and I had to share them straight away. These fun ads by BBH NY for Playstation, use the New York City Ballet showing off their classical dance moves to create scenes e.g a football match, robbing a bank. What followers, when the dancer destroys their opponents, is them breaking into a proper down and dirty victory dance. These are my favourite 3 below out of 6 made, each one is 45 seconds, it must have cost a fortune.

Every part of each of these ads are crafted extremely well, even the font that has been created at the start of the ad. They have a nice Instagram competition too, where you can send in your own victory dance for a chance to win a PS4 for you and a friend to ease their pain.

What's your victory dance?

GATESTACHER

At my agency Gatecrasher, we're doing some crazy stuff to raise money for The Movember Foundation. Such as me eating dog food (it's as horrible as it sounds), someone getting their back waxed, paddling a long way down the coast of Perth. Check out the rest here.

So far we've just raised over $1000, but we don't want to stop there, so please donate to the great cause and have a laugh at what we're doing too.

MY AD OF THE WEEK .85

Christmas ads have already started appearing and they are everywhere. So I had to share my favourite one so far, yes the John Lewis Penguin ad. You've probably already seen it, so I've decided to share a parody version of it (there are so many out there already) and as I missed sharing 'my ad of week halloween edition' last week, it ticks both of those boxes.

It shows how import music is in advertising, with a different track and a slight re edit can make the cute penguin be viewed in a completely different way.

I only read yesterday John Lewis have sold out of there toy penguins, after a huge demand and there are people now selling them on ebay for £500. The ad had only been on air for a day or 2.