Daily Deals Launches QR Code Billboard Campaign

QR on the mind
Recently it seems as though every LinkedIn marketing technology group I visit, I bump into a discussion about the adoption, or lack thereof, of QR codes.
Opinions range anywhere from declarations of their demise, to enthusiastic exclamations of imminent mass adoption. Being an optimist by nature I personally think QR codes still have their best days before them (of course i think the same way about our dog and he's already 15...). But my personal views aside it seems as though slowly but surely QR codes are making there way to mainstream adoption, at least here in Thailand.

QRs on Bangkok's Billboards
A case in point is a new billboard campaign launched here in Bangkok by Ensogo, Thailand's biggest daily deal site, acquired earlier this year for an undisclosed ammount by Living Social.
The Ensogo ads, located in Thonglor BTS station - a locale frequented by the city's jet-set, feature nothing but a series of QR codes promoting deals for luxury services and products: vacations, golf clubs, etc.
It's a bold statement as far as advertising goes. Normally such locations display advertising featuring well retouched photographs of models wearing / drinking / eating / enjoying the advertised products. Ads featuring only QR codes are very rare, and indeed Ensogo's ads give the impression of being some sort of pilot, rather than a finalized ad campaign. As such they have their share of both issues, and promise.

Campaign on Review - The BadEnsogo's execution leaves rather a lot to be desired, both in terms of the utilization of the technology, and the presentation of the offers:

• The ads featured no obvious explanation of what the QR codes were, and how one could use them. In other words the ads were usless to anyone who hadn't previously learned how to use QR codes. At tis point in time I'm inclined to say that's still the vast majority of the population....
• Daily deal sites are all about presenting a timely message, yet when I chanced upon the Ensogo billboard some of the advertised offers had aleady expired.
• URLs I tested on my Android phone brought up a security warningregarding a mismatch between the website's name and certificate
• No video content. Video content is very well suited for mobile consumption, simply by virtue of the fact that it requires less concetnration than reading, and holds massive advantages for retailers, regardles of whether they're selling luxury items, or shoestring budgetknickknacks.

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