QUT uses QR codes to bring prospectus to life
Queensland University of Technology is using QR codes to launch a ‘living prospectus’ for would-be students. The technology, which allows the user to access web content by taking a picture of a code with their smart phone, is supported with an instructional video created by BCM.
Just released by the QUT Business School, the booklets feature QR (short for ‘quick response’) codes that prospective students can use to watch videos of other students’ experiences and the skills QUT has given them.
“We know these course booklets are one of the most valuable recruitment tools QUT have, so we saw an opportunity to enhance the tangible experience with something rich and engaging,” said BCM agency partner Kevin Moreland.
“By giving prospective students the chance to view real videos from real graduates in just a few quick steps, we can surprise, delight and engage them with something that’s really quite valuable to them,” he added.
Credits:
- Agency: BCM
- Client: Queensland University of Technology
- Client contact: Tony Wilson, Director of Marketing
- Creative Director: Marco Eychenne
- Writer: Andrew Bartlett
- Art Director: Jim Strachan
- Agency Partner: Kevin Moreland
- Group Account Director: Tracy Straughan
- Account Manager: Pip Boydell
- Account Co-ordinator: Mathilde Dujardin
- Media: BCM
- Head of Channel Planning and Integration: Joanne Stone
- Head of Interactive Strategy: Nathan Bush
- Interactive Producer: Dia Patatoukos
- Interactive Developer: Andrew Smith
Been done before – http://www.trendhunter.com/trends/axa-insurance
User ID not verified.
Great Idea! We can see this happening more and more each day. QR Codes are what is making print digital. They are a great way to interact with users directly and keep them engaged.
Thanks,
Andy Lynn
http://www.prontomm.com
User ID not verified.
QR codes are already old tech. NFC is about to finish the job.
User ID not verified.
Thanks Ex-agency. We’re very aware that brands have used QR codes in the past. Much to your horror, they’ll probably be used in the future by someone else as well. They’re pretty good aren’t they?
User ID not verified.
@Ex-agency: The world would be a very boring place if we only every used ideas once.
Well done QUT for trying something a little different. The prospectus is clearly trying to appeal to a younger audience and I think this strategy might just manage to get some of the content into those young heads. I mean, really, how many young people would site and read through a traditional prospectus? Not many IMO. I think this has a much better chance of engaging them for just a bit longer.
User ID not verified.
@mumbrella: Can you please spell check my comments for me? I’m not having a good run today :S
User ID not verified.
Why use a QR card though?
The case study video seems to indicate that all the user gets in return is a video. So why not just use a simple, short, url to open that piece of content. Don’t let the tech, outdated or otherwise, get in the way of the message.
User ID not verified.
@Nathan – My gripe wasn’t that QR codes have been done before, it was that it is a substantial copy of the AXA campaign.
If I were to do the same campaign, I probably would have at least used Microsoft Tags, because they are a little ‘prettier’ to use your language, and aren’t as old as the hills.. after all it is a University of Technology.
User ID not verified.