QR Code Campaign Analysis    of London Market      (March/April 2012)      Dave Marutiak        Chiswick        8/4/2012
Marks & Spencers    •   Indigo Woman’s Collection    •   Various papers mid-March    •   Call to Action – mobile web site ...
Marks & Spencers (April 5th Evening Standard)     • Home Event ad     • Call to Action – scan to       browse and buy our ...
Marks & Spencers (April 5th Evening Standard)     • Tennis outfit ad     • Call to Action – scan to       browse and buy o...
Skype UK - Job Opportunities•       Good comparison case          – Skype ran the same ad in the Metro              and E/...
Restaurant Examples – Toby Treats•       Toby Carvery restaurant offer in the Metro on 3/28/12         –   Two meals for 1...
Real Estate Examples•        Bellway offered 5 properties in the E/S on 3/28/12          –   Full page ad          –   Cod...
Other Paper Examples•       Santander front page ad•       City AM April 3rd•       Color code, no brand•       Call to ac...
Previous Wowcher.co.uk daily deal       Go to desktop website – ~40-60/Ad    • 1/3 page ads    • QR code on upper or lower...
Current Wowcher.co.uk daily deal     • 1/3 page ads     • QR code on upper or lower right     • Continuously running in pa...
Previous Marks & Spencers Dine in for Two•   Placed across both Metro and    Evening Standard across multiple    weeks and...
Current Marks & Spencers Dine in for Two•   Placed across both Metro and    Evening Standard across multiple    weeks and ...
Conclusions• M&S continues to dominate the London papers• Real estate agents are coming on fast, using them  in many paper...
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QRcode campaign analysis for the UK

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QRcode campaign analysis for the UK

  1. 1. QR Code Campaign Analysis of London Market (March/April 2012) Dave Marutiak Chiswick 8/4/2012
  2. 2. Marks & Spencers • Indigo Woman’s Collection • Various papers mid-March • Call to Action – mobile web site • Full campaign over 5K scans March 9, 2012 Independent2
  3. 3. Marks & Spencers (April 5th Evening Standard) • Home Event ad • Call to Action – scan to browse and buy our Home range • Over 800 scans • Maxi Dress ad • Call to Action – scan to browse and buy our una range • Over 1288 scans3
  4. 4. Marks & Spencers (April 5th Evening Standard) • Tennis outfit ad • Call to Action – scan to browse and buy our M&S Woman range • Over 464 scans • Blue Dress ad • Call to Action – scan to browse and buy our una range • Over 1288 scans (same as the Maxi Dress ad – interesting comparison.. Same people?)4
  5. 5. Skype UK - Job Opportunities• Good comparison case – Skype ran the same ad in the Metro and E/S on the same day, same placement in the classified section looking for new employees in the UK – The E/S small classified ad brought in only 33 scans – The Metro small ad brought in 54 scans, a 66% higher engagement rate – For comparison, the same sized classified ad for cycling in Cornwall got 22 scans that day• Then the next day they ran a quarter page color ad in the E/S with a full page article wrapper around it • That ad brought in 43 scans, even though it was much more noticeable • Still got less engagement than the much smaller and out of the way Metro ad above 5
  6. 6. Restaurant Examples – Toby Treats• Toby Carvery restaurant offer in the Metro on 3/28/12 – Two meals for 10 quid with a coupon – Bottom page, full width of the page – QR Code printed inside the coupon segment – Call to action – visit web site and get on mailing list – Website was full desktop version though – Had over 1130 scans on that run alone – Over 16,000 scans on the code since November 6
  7. 7. Real Estate Examples• Bellway offered 5 properties in the E/S on 3/28/12 – Full page ad – Code use varied by the property – Codes themselves were quite small, but very scannable – Properties received between 15 and 35 scans each – Same codes had a lifetime traffic about double that • Aitch offered 3 properties in the same E/S issue – About 1/3 page ad – Code use varied by the property – Codes themselves were larger than Bellway’s – Properties received between 10 and 22 scans each 7
  8. 8. Other Paper Examples• Santander front page ad• City AM April 3rd• Color code, no brand• Call to action: Watch this video • Jackson-Stops estate ad • Richmond Paper March 28th • One per property • Call to Action – none 8
  9. 9. Previous Wowcher.co.uk daily deal Go to desktop website – ~40-60/Ad • 1/3 page ads • QR code on upper or lower right • Continuously running in paper • Call to action – Scan me! • 50% more responses with that, aided by the proximity to URL9
  10. 10. Current Wowcher.co.uk daily deal • 1/3 page ads • QR code on upper or lower right • Continuously running in paper • Call to action – Scan me! • Sends to website • Reusing same code for a total of almost 5,000 scans so far • Heavily dependent on the offer in ad Hair care ad10
  11. 11. Previous Marks & Spencers Dine in for Two• Placed across both Metro and Evening Standard across multiple weeks and months• Consistent traffic across multiple placements and paper editions gives a great total response• Clear call to action: download menu• Total user scans - 14,582 13-Oct-11 Metro 28-Oct-11 Metro 10-Nov-11 Eve Std 24 and 25-Nov-11 08 and 09-Dec-11 1194 scans 1060 scans 2164 scans ES and Metro ES and Metro 1189 scans 927 scans
  12. 12. Current Marks & Spencers Dine in for Two• Placed across both Metro and Evening Standard across multiple weeks and months• Consistent traffic across multiple placements and paper editions gives a great total response• Clear call to action: download menu• Total user scans - 26,629 13-Oct-11 Metro 28-Oct-11 Metro 10-Nov-11 Eve Std 24 and 25-Nov-11 08 and 09-Dec-11 1194 scans 1060 scans 2164 scans ES and Metro ES and Metro 1189 scans 927 scans
  13. 13. Conclusions• M&S continues to dominate the London papers• Real estate agents are coming on fast, using them in many papers and across many ads – Small numbers of scans for large purchase items• Patterns starting to emerge across multiple days and multiple ads in the same day – Food deals still way outpace the clothing ones• Advertisers are using them in all the free papers now, even the local weekly ones13

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