If you follow this blog, you know I criticize advertisers that cram too much copy or too many visual elements into their ads. This week’s advertisers do neither.
Sleep Number Bed and Drugfree.org demonstrate how to execute a clean ad with a mere six-word hook as a headline and appropriately placed QR Code® that does a nice job of luring prospects into the next buying or emotional chamber of the sales process.
Sleep Number Bed Gets in Reader’s Head to Get Them into Their Bed
The headline, “This Is Not Just a Bed” begs to be answered. Then what more is it? The photograph of the bed in a reading or TV watching formation re-emphasizes that it truly is not just a bed because my bed at home doesn’t conform to that position. My traditional bed (mattress and box springs) has only one position: horizontal.
Sleep Number’s ad gives readers several options. They can read the headline, initial copy and scan the QR Code if they’re skimmers or they can do all of the above, plus read the next two text sections on Sleep Number bedding accessories and how to avoid buying a knockoff. This gives detail-driven shoppers more facts to absorb without overwhelming them.
I love the way the QR code sits temptingly to the left, not overwhelming the layout, but simply begging to be scanned so prospects can enjoy a video explaining the patented dual air technology that Sleep Number uses to ensure each person in bed gets a restful sleep because their side is adjusted to exactly their preference and pressure points.
Drugfree.org’s Ad Opens the Door & Gets You to Take a Seat and Listen
Hurrah for Drugfree.org for getting my attention with six mere but mighty words – “Your Story Can Change Someone Else’s.”
Drugfree.org then reeled me in to watch and hear from addicts who got clean after I scanned its QR Code and was directed to videos and testimonials galore.
There is not a more effective or budget conscious ad than a type-based ad that is well done and puts the QR Code in a quote bubble, which indicates there are stories waiting behind QR Code.
These poignant stories were worth my scan and can be read at “The Hope Share” campaign URL. Drugfree.org aims to share these stories of addiction and recovery to break through the stigma often associated with drug and alcohol, which some 13 year olds are now victims of.
The marketing campaign is multi-channel in nature with six billboard spaces secured pro bono in Times Square. What a great effort to reach a huge population (around 500,000 people on foot walk through Times Square each day). Keep in mind that addiction is prevalent; statistics indicate that each person is connected to someone through six degrees of separation that is struggling with drug or alcohol addiction.
With the successful execution of these two ad campaigns by this retail and nonprofit giant, I’m surprised more entities aren’t including a QR Code as a measurement and sales funnel mechanism in their ads. After all, a QR Code just takes up a very small portion of your ad. It can convert, trace, inspire, and depending on the landing page — change lives and give hope.
QR Code is a registered trademark of Denso wave.