QR codes on advertising columns around Malmö, combined with digital sampling coupons. It proved a successful approach for challenger brand Sproud in a campaign for its pea-based drink – with results that exceeded expectations.
"We have a product we believe in and want to give consumers the chance to try it, but as we all know, it's been difficult to run traditional in-store sampling campaigns during the pandemic," says Alfred Åkesson, Nordic Sales Manager at Sproud. "That's why this type of tool suited us so well. It also feels new and different to combine analogue and digital in one and the same campaign."
The campaign was built on 120 advertising columns around Malmö, fitted with QR codes. By scanning the code, consumers reached Sproud's campaign page, where they could enter their email address and receive a digital coupon for a free litre of Sproud to collect at any participating store.
Consumers could choose from five varieties: original, barista, unsweetened, chocolate or vanilla. The campaign was built with Clearon's Kampanja Large tool.
"We're really pleased with the result – we exceeded our forecasts by a wide margin," says Alfred Åkesson.
"It's worked really well! Clearon are extremely fast, service-minded and professional," he adds. "This type of hybrid campaign is definitely something we'd be happy to use again in the future."
By combining analogue and digital, Sproud was able to drive trial purchases even though traditional in-store sampling wasn't possible.
QR codes on advertising columns in the urban environment created a bridge between outdoor advertising and a concrete, measurable offer.
By letting consumers choose which variety they wanted to try, the sampling became more personal and relevant.
