|Product / Service||ELECTRONIC BOOKSTORE|
|Category||A04. Best Use of Ambient Media: Small Scale|
|Entrant||GREY GROUP HONG KONG, HONG KONG|
|Entrant Company||GREY GROUP HONG KONG, HONG KONG|
|Advertising Agency||GREY GROUP HONG KONG, HONG KONG|
|Michelle Yiu||Grey Group Hong Kong||Account Director|
|Brent Horner||Grey Group Hong Kong||Creative Director|
|Kristie Chen||Grey Group Hong Kong||Copywriter|
|Dia Nip||Grey Group Hong Kong||Art Director|
|Jeff Ng||Grey Group Hong Kong||Art Director|
|Jeff Tsang||Grey Group Hong Kong||Associate Creative Director|
|Kym Ma||Grey Group Hong Kong||Creative Director|
|Keith Ho||Grey Group Hong Kong||Executive Creative Director|
With a budget of only US$5,000, we distributed over 8,000 QR cookies within one week. Visits to the bookstore's site increased by 45%, leading to a 12% increase in sales. Most importantly, we strengthened the brand's image as an environmentally friendly business.
We invented an environmentally friendly offline medium - QR COOKIES. We placed an enticing QR code on a cookie using Sugar Sheets edible decorating paper. We served the cookies with coffee orders at popular cafés. Consumers could scan the QR code on their cookie to download a free trial e-book.
Electronic book store "Four Directions" is an environmentally friendly business that saves paper and printing every time they sell an e-book. The company's primary target audience includes book lovers who are ready to switch their reading habits to e-books, which cause no harm to the environment. As an e-bookstore, Four Directions was looking for ways to advertise offline, but without using paper that would be harmful to the environment.