Breaking campaign: Dilmah’s Tea Gastronomy
Dilmah Tea has launched a campaign with Pacific Magazines that utilises QR code technology to embed videos into full-page print ads which readers can access via smartphones.
The ‘Dilmah Tea Gastronomy’ campaign features a series of sweet-treats incorporating the company’s new Exceptional range in Pacific’s Better Homes and Gardens, New Idea, Marie Claire, Who and Women’s Health.
But to access the recipes and the step-by-step guides on the campaigns mobile site readers will need to take a picture of the QR codes in the ads.
Pacific Magazines developed the campaign in collaboration with PHD and Raw Advertising.
Rob Leonard from Raw Advertising said: “We know how well QR Codes have been performing in advertising in the USA and Canada, particularly amongst this audience, so the campaign was created around the QR Code element, rather than use it as an add on,”
“Because of the technology, we can measure the exact number of hits by recipe and by individual magazine. We also wanted to drive consumers to the new Dilmah Facebook site, where we can continue to measure responses and connect with our consumers by giving them more recipes and promotions there.”
“It is the ultimate response campaign so we’re looking forward to being able to calculate real responses and results.”
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