| Title | QR COOKIES |
| Brand | FOUR DIRECTIONS |
| 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 |
| Name | Company | Position |
|---|---|---|
| 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.