Volkswagen Mexico created this QR code campaign to promote the capacity of its Crafter transit vans. The brand built a giant QR code out of boxes of oranges.
Images of the code were then placed in Central de Abastos in Mexico City, the largest wholesale market in the world. When people scanned code they were directed to a video of the structure being dismantled and loaded into the back of a Crafter. This campaign increased brand awareness in the area by 224% and 69% of people who scanned the code asked for further information. The idea and results recently won DDB Mexico a bronze Lion at the Cannes Lions Festival of Creativity.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.