Whether you love 'em or hate 'em, you've got to admit that this QR code implementation is pretty darn clever. What do you do when you're a Korean store chain (E-Mart) with a reoccurring midday shopper drought? Simple – just install a structure that creates a shadow QR code between 12pm–1pm, linking people to special 'Sunny Sale' deals only available at that time.
The shadow installation, consisting of 441 pillars, created the perfect QR code under the midday sunlight. Scanning it linked the consumer to store discounts, such as $12 coupons on E-Mart's website. Once purchased, these items were then delivered to the shopper's homes. The number of E-Mart members increased by 58% with a 25% boost in sales during the lunch hour.
The Green Room Verdict: Koreans are known to have a high level of engagement with QR technology, creating a great environment for the campaign's effect. The Sunny Sale QR code ended up making an appearance in 36 locations throughout Seoul. One little hitch though: no sun, no sales. None-the-less, this clever campaign was the winner of a Direct Lion at Cannes 2012.
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