In Tuesday's New York Times, Giorgio Armani launched a full-page advertisement to promote the company's Acqua for Life initiative, which is a campaign that supports the UNICEF Tap Project. Featured in the ad is a designer QR Code.
When the code is scanned, the reader of the ad is brought to a website where they can learn more about Armani's initiative and the Tap Project, as well as make a donation and purchase the named products online via Armani's website. The layout of the website is a bit awkward, as I am not sure it has been optimized for mobile viewing but, even so, it gets the job done. Are there any instructions or a description along side the QR Code, no, but at least there is "Scan this code" verbiage built into the call to action.
Why the company chose to use a designer code I am not sure, as it is almost indistinguishable. To know that the company went to the trouble and expense of developing a designer code, I wonder if they are leveraging it across channels and mediums. My hunch, probably not.
Maybe not the most original 2D campaign we have seen, but it works and it is nice to see social responsibility tied in.
2D Barcode Litmus Test: PASS