Samsung Card, 'If you want to take a picture, take a picture' Insert QR code into rolling golf ball
Advertise to support Busan EXPO attraction with analog ARS
Ultra-small outdoor advertisement 'Galak eye chart' can only be seen with '100x zoom'
SK's 'Request from the Future' ad has an ARS number to support the attraction of the 2030 Busan EXPO.
Advertisements that are annoying to consumers, such as inserting a QR code into a rolling ball to make it difficult to scan or directing an ARS phone, are attracting attention. Some analysts say that the fact that it takes time and effort to participate attracts consumers' interest and increases advertising effectiveness.
On the 14th, SK Group's '2030 Request from the Future' advertisement to help attract the 2030 Busan EXPO introduced a retro-style ARS phone to keep viewers engaged. Contrast recent advertisements with QR codes to induce consumer participation.
This ad is about a singer (bad boy musician Jang Hyuk) in the future 2030 who crash landed in 2023 due to an unexpected time travel on the way to the Busan EXPO site. The advertisement conveys the message that Jang Hyuk must attract the support of the people and attract the Busan EXPO in order to return to the future.
If you call the ARS number, you can hear a voice message calling for help from advertising model Jang Hyuk. A link to the campaign site, where you can leave a message of support for the Busan EXPO attraction, will be sent to the participants via mobile email. So far, more than 620,000 messages of support have been left by people who have visited the campaign site with ARS.
Samsung Card 'DiId' (THE iD.). The QR code in the ad image is moving to make it harder to scan.
Samsung Card has stimulated the curiosity of consumers by introducing a QR code that is difficult to scan in the advertisement of its premium brand 'The iD.'. This ad, which begins with the phrase 'if you want to take a premium QR code, take it', was made in collaboration with Joshua Vides, a famous American visual artist.
The ad inserted a moving QR code instead of a product card. For example, in the golf edition, a rolling golf ball has a QR code attached, and in the hotel edition, when the chef opens and closes the lid on the plate repeatedly, the food and the QR code appear intersecting. It takes a lot of concentration and effort to scan this QR code.
According to Samsung Electronics, about 50,000 people have participated in the event through QR codes and other means. An official from Jail Planning, who produced the ad, said, “Generally, when a QR code is inserted into an ad, it is gently issued so that anyone can easily scan it. ``I tried to make people want to scan it,'' he explained.
A picture of the 'Galak Eyesight Chart', a micro-sized outdoor advertisement installed at the Samsung Store Ilsan store. It is half A4 size and can be shot using the 100x zoom function of the Galaxy S23 Ultra camera.
Samsung Electronics recently installed a small outdoor advertisement to publicize the camera function of its smartphone 'Galaxy S23 Ultra'. This advertisement was named 'Galaxy Eye Chart' by combining 'Galaxy' and 'eye chart'. The size of the galaxy eye chart attached to the outer wall and roof of the Samsung store is only half the size of A4 paper. It corresponds to an ultra-small size for an outdoor advertisement. It is said that the fact that it is difficult to see the contents of the advertisement with the naked eye stimulates the curiosity of people walking around.
To see the content of the advertisement, you have to use the 100x zoom function of the camera of the Galaxy S23, S22, S21 Ultra models. Samsung Electronics is holding an event for people who shoot advertisements that are difficult to see with the naked eye and post them on their personal Instagram accounts. We plan to give away Galaxy S23 Ultra and Galaxy Buds 2 Pro by lottery.
Recently, all kinds of advertisements are ubiquitous online and offline, so the advertising industry looks for various and unique 'hooking points' (attracting the eye and stimulating the desire to purchase) to attract more attention to the company's products and services. I think it should. However, if you are immersed in the stimulation of curiosity, you will be branded as a so-called 'fishing', which may have a negative effect on the marketing side.
Ahn Yang-woo (Creative Director of Jail Planning) said, “If you add hooking elements to marketing, the quality of content and the level of compensation provided after stimulating the curiosity of consumers must meet their expectations.” Despite the rumors, we can induce more people to participate.”