‘Tea gastronomy’ on the menu for Pac Mags
Dilmah Tea has teamed up with Pacific Magazines to launch a new campaign using QR code technology.
Dilmah will launch a series of recipes in Pac Mags’ lifestyle titles – Better Homes and Gardens, New Idea, Marie Claire, Who and Women’s Health.
By using a QR reader on their smart-phone consumers can snap a picture of the code, which will take them to a Dilmah mobile site featuring step-by-step video guides corresponding to the recipie.
Rob Leonard from Raw Advertising commented: “This campaign is the perfect way to introduce and actually bring to life the concept of tea gastronomy to them. We know how well QR Codes have been performing in advertising in the USA and Canada, particularly among this audience, so the campaign was created around the QR Code element, rather than use it as an add on”.
The campaign was a collaboration between PHD and Raw advertising.
very innovative
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Great example of how QR Codes can be introduced to the marketing mix
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I saw this – and loved it
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