Case Studies

The interactive advent calendar of the Austrian Postal Service

Campaign: 
24 windows hiding QR codes for exclusive Christmas prizes and deals
Company: 
Austrian Postal Service
Image: 

The Austrian Postal Service (APS) campaign, developed in collaboration with CEE’s leading mobile marketing agency IQ mobile, was designed to promote APS’ online services whilst offering customers exclusive offers and deals in the run up to Christmas.

Objectives: 
  • Engage consumers in an innovative and personalised way
  • Incentivise customer interaction with exclusive deals and discounts
  • Build customer loyalty and win new customers
  • Learn about possible response rates and user behaviour
Approach: 

A letter-sized advent calendar containing 24 windows was sent to 3.5 million households in Austria in November. Each window contained a brand logo and a web address, as well as an embedded 2D barcode which, when scanned, linked directly to special deals, discounts and sweepstakes offered by APS and a range of partner brands. Prizes included a daily sweepstake for a chance to win €500, a prize draw for an Opel Meriva car (with a value of €21,000) and much more.

 

Mindful of the need to make the process of scanning the windows as easy for consumers as possible, the advent calendar also contained a comprehensive user guide on 2D barcodes, including a step-by-step illustration of what to do. The explanation contained an SMS short-code service for requesting a response SMS that included a link to the get.neoreader.com download service (no longer active) - NeoMedia’s NeoReader barcode scanning application.

Results: 

NeoMedia and IQ mobile’s campaign enabled the Austrian Postal Service to reach out to consumers and involve them in a fun and interactive competition that was perfectly tailored to the holiday season.

 

With the overwhelming response rate of nearly 50,000 clicks, the success of the campaign is testament to the growing appeal of mobile barcodes and how they can energise traditional marketing tactics.NeoMedia and IQ mobile’s campaign enabled the Austrian Postal Service to reach out to consumers and involve them in a fun and interactive competition that was perfectly tailored to the holiday season.

 

With the overwhelming response rate of nearly 50,000 clicks, the success of the campaign is testament to the growing appeal of mobile barcodes and how they can energise traditional marketing tactics.

Product(s): 
NeoReader
NeoSphere
Meta Tags: 
Austrian Post, mailing, publishing, mobile marketing, qr code
H1 Tags: 
Austrian Post, mailing, publishing, mobile marketing, qr code