1. QR Code Campaign Analysis
of London Market
(March/April 2012)
Dave Marutiak
Chiswick
8/4/2012

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
Independent
2

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 scans
3

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. 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. 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. 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. 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. 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 URL
9

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 ad
10

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. Current Marks & Spencer's 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. 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 ones
13