Results and Effectiveness

First in the world!The float-on-glass QR code set the music free. We chose some cafes in Tokyo where her target audience gather, and offered a drink with an “edible QR code” floating in it. From the QR code, they can access to a special site where they can experience the original fortune telling content based on “Only One” psychology test while listening to her new song. By communicating the target audience with the contents that they are interested in (love/fashion/relationships), we established a way for them to experience BoA’s new song without feeling a sense of resistance.

Creative Execution

We chose some cafes in Tokyo where her target audience gather, and offered a drink with an “edible QR code” floating in it. From the QR code, they can access to a special site where they can experience the original fortune telling content based on “Only One” psychology test while listening to her new song. By communicating the target audience with the contents that they are interested in (love/fashion/relationships), we established a way for them to experience BoA’s new song without feeling a sense of resistance.

Insights, Strategy and the Idea

BoA is a musician. She is going stronger than ever. Because she has been active in Japan, South Korea and the United States in recent years, it was difficult to secure her presence while promoting her new song “Only One” in Japan. Her current target audience is women in their 20’s. In order to win support from them, we needed to improve her brand power, using only her song as our promotional contents. Idea that we thought among them, The float-on-glass QR code set the music free. What’s an edible QR code? The QR code is printed with edible ink derived from natural food (brown: cocoa powder) on a “vegetable art film”, a sheet made of starch from konnyaku, etc. It has very little flavor or texture, and resistant to heat. By using a heart shaped QR code, we successfully made an ordinary cocktail evolve into a new communication tool.