Monsieur Gildas Le Bohoc’s use of QR codes to advertise the produce of his dairy farm in Morbihan, France created a stir in the local market and in online 2D marketing campaigns worldwide, making it to the list of Scanlife’s Top Mobile Barcode Campaigns of 2011. Despite the disturbance of overly enthusiastic humanoids invading their domain, the cows did not “moo�? their complaint because the painted designs on their bovine bodies certainly brought on the moola.
Why QR Code Advertising?
Monsieur Le Bohoc’s dairy farm is situated in an area northwest of France which prohibits the use of billboards and other advertising signs to mar its spectacular natural beauty. To circumvent the obstacle that prevented him to advertise and sell his products directly to the public, a friend knowledgeable about QR codes suggested painting 2D bar codes on the bodies of some of his 70 cows.
Aside from the unconventionality of painting QR codes on cows, it is not advisable if you are to follow the rules of how to properly post these codes so that your target scanners can scan them comfortably, because cows are mobile and they might object to the hassle of people coming up close to be able to scan the codes painted on their sides. Despite these deterrents, the two friends proceeded with their project and the phenomenal success of it, came as a most unexpected pleasant surprise!
The Scratch Game
Farm visitors who scanned the codes were directed to play a Scratch Game which entitled winners to get free dairy products from the farm or QR code T-shirts if they scratch three boxes with cows in it out of the nine boxes.
For some, the prizes mentioned above may not be worth the effort of scanning some cow’s sides, but the game, nevertheless drew enthusiastic response from some visitors and they even risked being trampled or evicted off the cows’ domain by climbing over the fence so they can whip up their pricey smartphones and scan the 2D bar codes. Different strokes for different folks, huh?
Unconventional? Unusual? The mobile marketing campaign certainly was, but it surely delivered its intended message on a minimal budget to boot without violating local ordinance on advertising.
Monsieur Le Bohoc and his tech savvy friend’s successful use of QR codes in the scenic agricultural town of Morbihan, France shows that ingenuity in the current online marketing trend is not only for industrial, multi-national companies. If large, multi-budgeted online marketing advertisements can be printed in expensive glossy magazines or be posted on subways and other conspicuous places, why not on cows for a small time dairy farm in a rural area too?