Volvo campaign to include barcoded ads for quick response

by Arif Durrani, mediaweek.co.uk 05-Mar-09, 15:45

LONDON - Volvo is set to launch a pan-European advertising campaign for its C70 marque that will include print ads with a specially integrated QR (Quick Response) barcode.

The Swedish car maker's Ice White campaign has been built around the theme "open up and come alive", and uses the print ads to provide readers with instant access to additional web content on their mobile.

Magazines included within the UK activity include Haymarket's What Car? and Autocar, and Dennis Publishing's Auto Express.

The five-month campaign, planned by Mindshare's Invention group, launches next week (9 March) in the UK, Germany, France, Belgium, the Netherlands, Italy, Spain and Sweden.

There will also be online display and search activity, driving traffic to a microsite with information about the Volvo C70.

In addition, banner ads and e-mail promotions will be served through an online affiliate program with the objective of generating a guaranteed number of leads.

Mindshare claims the activity will be highly targeted "in response to client's increasing need for deliverable results".

Activity has been coordinated by the worldwide Volvo team at Mindshare backed with local territory strategy.

Paul Walder, global marketing investment manager at Volvo Cars, said: "This is of course a rational, targeted approach, but also one that provides the best way to test and measure offer and media impact in terms of sales lead generation.

"In addition, the QR code application provides a great way to enable consumers to move from an offline to an online environment, to really enhance their information-gathering efforts."

Comments

Mark Hendriksen - 09/03/2009

This is a truly interactive use of mobile + codes and accessible anywhere. Just a small but very significant point for the many editors and journalists writing about QR - not every 2D code you see is a QR code. In fact in the Volvo Ad it's a Data Matrix Code - there are some very important differences and as the use of codes gathers pace it is obviously so important to report accurately.