P&G don’t do things by half. They are loading all their print ads with QR codes to both create awareness, educate and drive M Commerce in the US. The “Have you tried this yet?” campaign centred around brands like Secret, Pantene and Gillette is a new and aggressive move into the mobile space for P&G.
All print ads from magazines to newspapers are featuring the codes which will provide some great measurement tools on both downloads and purchases unlike a normal branding campaign with no call to action or one that leads to any retailer which is difficult to directly measure.
The QR codes are displayed prominently in each advert. Customers are then taken to a specially created mobile site http://www.pgtryit.com/ to find out more and purchase directly should they wish to do so.
There is a great logic to this campaign which more brands should follow. The most effective print ads will then be focused on delivering responses and the print ads that didn’t generate enough interest, downloads, visits or purchases will be downgraded.
No amount of media sales talk or persuasion can change the facts of how a campaign specifically works for specific products if they are now interacted with in some way through the advert. This branding campaign has a measurable ROI.
Going a step further the mobile site allows people to put in their post code and P&G will inform them of what local newspapers are featuring discount coupons fohr the products that they are interested in.
P&G have thoug missed a trick here as geo-fenced offers could be communicated in the site itself which could be redeemed through a passbook or directly with a mobile enabled retailer. This would have created an even greater call to action and reduced response time for coupons.
There are reviews and links to facebook for users to find out what other consumers think of the products. They clearly feel the quality of their product will speak volumes.
P&G have previously rolled out virtual mobile enabled stores in partnership with Walmart on buses and trucks. P&G products including Tide, Pampers and Gillette were promoted alongside QR codes that consumers could scan and buy on the move on their mobile.
P&G used pop up stores that were QR code enabled and trucks that gave away samples alongside QR codes that also gave customers money off full size versions of the samples.
All links led through to Walmart mobile enabled on line stores providing great measurement analytics to asses each campaign.