insights.
Thanks to three luxury brands, QR Codes® are officially vogue. Fendi, Ferrari and Ferragamo, are flaunting them in their multi-channel marketing, on their products and in their fashion museums. More importantly they’re doing so with style, finesse, and technically flawless integration into their brands. Applause.
In 2011 the Virginia Museum of Fine Arts created a QR-code-collage portrait of Picasso for its exhibition Picasso: Masterpieces from the Musée National Picasso, Paris. The custom QR is a work of art in itself.
Look how this Fendi handbag print ad uses a QR Code sparingly, which screams class and clout in just four words and two images. It doesn’t get much cleaner: Brand + Image + QR Code. The code takes users to a simple nine-menu website for their easy entrance into boutique locations, breaking, news or online shopping.
Interestingly and daringly, Fendi uses the QR Code as the only call to action in this advertisement that it ran in the U.S. and U.K. No ULR, no personalized URL (PURL), no 800 number, no boutique addresses – the ad totally banks on QR as the only call to action.
From a fashionista’s perspective, Jenny Oh at Jen Rocks Fashion, QR Codes resemble the classic hounds tooth print so they blend perfectly into the direct marketing of fashion brands like Fendi and Ferragamo. Perhaps with this observation in mind, you’ll never call a QR Code ugly again.
Ferragamo Museum Educates Visitors with QR Codes
Situated in Florence, the Ferragamo museum opened in 1995 to delight the senses of museum visitors, show the history of Ferragamo shoes, and educate attendees through QR Codes. Critics say the exhibition is worth exploring, not just by lovers of fashion but also by anyone interested in interactive museology.
Besides photographs, patents, sketches, books, magazines and wooden lasts of various famous feet, the museum boasts a collection of draws 10,000 models designed by Ferragamo from the end of the 1920′s until 1960, the year of his death.
The Gucci Museum follows in the steps of Salvatore Ferragamo by opening its own museum to boost its image in an increasingly competitive global luxury market. Gucci uses QR Codes in its museums and image ads. Notice once again, the code is the only call to action in these ads that showcase the power of QR is all the information can be packed in the destination of the URL if the image and headline is powerful enough to drive the CTA.
QR Codes Go Zoom Zoom
A Ferrari (Risi Competizione’s F458GT) sported a QR Code on the hood and rear of its million-dollar body at the Sebring International Raceway, Florida. The QR Code also appears on team uniforms and when scanned takes enthusiasts to its website. The website is not mobilized but who cares it’s a Ferrari!
How are you glamming up your multi-channel marketing with QR Codes? Are you shining the light on your brand and letting QR lead them to the next step?
QR Code® is a registered trademark of Denso Wave.
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