 Models introduce the new Kerasys Salon Care hair products with a marketing campaign, featuring QR or quick response codes, in Myeongdong, central Seoul, earlier this month. |
By Cathy Rose A. Garcia
If you’re wondering about the small black barcode popping up on advertising posters, then try taking a photo of it with your smartphone. You will immediately be linked to the web, where you can watch commercials and videos, look at photos and receive information on the product.
This barcode is what is known as a Quick Response or QR code, which originated in Japan in the mid-1990s. Consisting of black stripes arranged in a white square, the QR code contains encoded text, a URL and other data.
The recent surge in smartphone users in Korea is pushing QR codes to the forefront of marketing campaigns, especially in the retail, fashion and beauty industry.
Any smartphone user can download a QR code scanner application and you can start taking snapshots of QR codes on billboards, print ads and even product packaging.
Cosmetics giant AmorePacific was the first in the Korean beauty and cosmetics industry to adopt a QR code for its Laneige ad campaign last March.
In August, another AmorePacific brand Innisfree introduced the QR code for the ad campaign for its new product ``Jeju Volcanic Pore Clay Mask.’’ What made Innisfree’s QR code unique was its green color which matched the cosmetic brand’s signature green hue.
Through the Innisfree QR code, smartphone users were able to find the distinctive properties of the volcanic Jeju clay, reviews from beauty experts and an interview with Innisfree model and Girls’ Generation member Yoona.
Bargain beauty brand The Etude House also started issuing a QR code for its new product Dr. Lash ampoules at its store entrance.
Retailer Hyundai Department Store has its own mobile website, where customers can download a QR code to find more details, read reviews and most importantly, discount coupons.
When American sneaker company Skechers launched its new Shape-Up fitness sneakers in Korea last September, it included QR codes in the ads. They provided links to more detailed information about the function, design and benefits of the Shape-Up shoes. Users can also access the firm’s commercial, as well as behind-the-scenes footage and a blooper reel.
As the fashion and beauty industry is very sensitive to trends, QR codes can quickly help companies disseminate information on products to the public.
``QR codes are useful for the fashion and beauty industry because it functions as a form of information exchange. Ads are used more actively by users both online and offline. Because of this more companies will be using QR codes with different styles in the future,’’ an official from Skechers said.
Apparel and accessories brand Beanpole recently held an event for smartphone users to scan a red QR code, shaped like its Alyssa bag, and punch in a lucky number for a chance to win prizes.
However, it seems not many people know exactly what the black box on posters and billboards is for.
Lee Hye-jin, a 28-year-old office worker who uses an iPhone, admitted that she doesn’t pay much attention to the ads with the QR codes. ``I never knew what it was for. If it’s just for marketing, I’m not interested in checking it out. But maybe if they offer discounts with those codes, I’ll try them,’’ she said.
Despite this, more people are expected to switch to smartphones in the future, which will help increase the popularity of QR codes.
Even non-fashion companies are also turning to QR codes.
Popular chain Mr. Pizza has just introduced a colorful QR code to coincide with promotions for its new healthy pizza ``Green Scandal.’’
A recent ad campaign for Caffe Latte’s new Americano Dutch drink showed K-pop boy band 2AM with the tagline ``find your black’’ above a barcode box. It links to 2AM’s commercial, behind-the-scenes footage and photos of the pop idols.
But even in the U.S., QR codes are not yet widely as used. Last July, Calvin Klein Jeans billboards in Los Angeles and New York featured only a bright red QR code and the phrase, ``Get it uncensored.’’ It linked users to an uncensored, racy commercial featuring supermodel Lara Stone. The campaign not only helped generate publicity about Calvin Klein Jeans’ fall 2010 collection, but also more awareness about QR codes.
As of now, it remains to be seen whether QR codes are the future of marketing or just another passing fad.
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