How do you solve a problem like… AR apathy?

May 2021

Claire Kimber, Group Innovation Director, speaks to The Drum on how the QR code uptake might provide a breakthrough in AR apathy.

Each week, The Drum asks its readers – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners.

QR codes have been around for about two decades – 20 years in which marketers have tried repeatedly to persuade the public to want to use them. They have, however, proved one of the technological breakthroughs of the pandemic – albeit a minor one next to the marvels of the mRNA vaccine – with QR codes now everywhere, with no fuss. Suddenly everyone’s using them – in the pub, in the vaccine center, at restaurants. Could this be the breakthrough adland has been waiting for?

If so, it could open up a whole new world of AR-led marketing, with QR codes and other prompt devices used to literally increase the surface area for activations and ads – if marketers can avoid triggering a relapse to consumer apathy.

The full article can be read here.

We carry the internet with us and the QR code is now a recognizable front door to stuff we want on the internet, whether it’s a payment, information or ‘something more’. It’s the universal consumer motif that signals ‘something more’, and a more exciting space as AR rapidly evolves. The only way to guard against consumer apathy is to ensure that what we do with AR is always high quality. Consumers will engage if something is good. They won’t bother if it’s bad or average. So the answer is simple: if you’re making ‘something more’, make sure it’s something memorable.

Claire Kimber, Group Innovation Director, Posterscope

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