The Brief

Electronic book store "Four Directions" is an environmentally friendly business that saves paper and printing every time they sell an e-book. So, naturally, the book store was looking for ways to advertise offline that wouldn't be harmful to the environment.

Describe how the promotion developed from concept to implementation

We Invented QR cookies. We placed an enticing QR code on a delicious 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. Now you can eat what you read – on a media that leaves no harm behind.

Describe the success of the promotion with both client and consumer including some quantifiable results

With a budget of only HKD40,000, 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.

Explain why the method of promotion was most relevant to the product or service

Although QR codes direct mobile devices to digital content, they are typically printed on physical materials, which if over-produced, can add up to harm to the environment. Rather than using printed flyers to distribute a QR code, we invented an entirely new, bio-degradable, easily consumable, environmentally friendly advertising medium - QR cookies.