I’m trying hard to imagine the conversation that went on between the geniuses behind Jeep‘s new print advertisement for its Jeep Wrangler with Garmin GPS.
“Let’s just put a big ass QR code there – done!”
Created by Portugal’s 9 the creative shop, the ad features a small image of the vehicle, some even smaller copy and mainly a gigantic QR code (Quick Response code). These codes are becoming more and more visible in the U.S. and the purpose is to get smartphone users to a specific page or video. However, there are consequences to misuse or in this case, confusing the audience entirely.
Jeep Print Advertisement by 9 the creative shop in Portugal
Be clever, not confusing.
The ad reads “Introducing the Jeep Wrangler with Garmin GPS included. In case you want to get lost” so we could assume that the QR code is meant to be a map or maze? And the GPS can… help… us… navigate… oh give me a break. The code isn’t styled or cleverly manipulated in any way — it’s just there. But if your goal was to lose me, consider it done. I’m not compelled to interact. Go away.
Who is using QR codes?
The effectiveness of a QR code is difficult to determine and while they are new and trendy, smartphone users only make up 27% of mobile users. These users have to download QR code readers apps to actually use the code and only 32% of smartphone users say they’ve ever actually done so.
See the full sized version of the ad at adsoftheworld.com.
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