The Remy Martin VSOP 'Live by the Code' campaign makes use of an integral QR code system to activate and synchronise all marketing, media and advertising elements.

“This is the first time we are using QR codes as a central element within a campaign and the response to date has been way beyond our expectations,” says PenQuin’s Greg Kockott.

“We came up with a complete 360° activation concept which has created a turnkey solution in order to strengthen Remy Martin’s positioning in the South African Cognac market –at the top.”

Research has shown the Remy Martin drinker to be someone who has status, knows what they want and where they are going.

“The future of marketing is here right now. Never before has QR codes been utilised to the same extent in South Africa as it is currently being implemented in the Remy Martin campaign,” adds Kockott.

“Some marketers in SA have used the QR code in limited capacity as part of their advertising. Typically, these have taken the user to a QR site or mobisite which has simply stated facts about a product. In the Remy Martin VSOP campaign the QR code takes the user into a QR Site where they register their details, interact with the brand and through this we can profile the defined target market in order to see if the person fits the mould of a typical Remy Martin man in order to be invited to attend VIP events.”

“Once registered on the site, users can interact with similar like minded South Africans fitting the client’s profile. This is the first time it has been utilised for a through the line communication strategy in this country, bringing all the elements together.”

“Creating this concept had its challenges but this type of marketing platform is amazing because you can add onto it as you progress and it has a huge potential for end users.”

“The QR code platform fits perfectly with the Remy Martin brand - a man who lives by a code dictated by his aspirations, where he comes from and what he identifies with. The Remy Martin communication speaks at two levels. First via the social sphere, rewarding those who fit the target market; and secondly it engages in conversation with those who aspire to be the target market - rewarding and inspiring at the same time.”

Wikipedia describes a QR code (short for Quick Response) as a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.