Korean retailer Emart recently placed 3D QR code sculptures throughout the city of Seoul that could only be scanned between noon and 1 pm each day.

Periodic dips in business are a fact of life for most retailers, and there have been many solutions including daily deals that are valid only during those quiet times. However Emart’s concept takes such efforts much further.

Coined “Sunny Sale,” Emart’s effort involved setting up a series of what it calls “shadow” QR codes that depend on peak sunlight for proper viewing and were scannable only between 12 and 1 pm each day. Successfully scanning a code took consumers to a dedicated home page with special offers including a coupon worth $12USD. Purchases could then be made via smartphone for delivery direct to the consumer’s door.

As a result of its creative promotion, Emart reportedly saw membership increase by 58 percent in February over the previous month, they also observed a 25 percent increase in sales during lunch hours.

Agencies around the globe: One for inspiration?

Tom Kelly-Lord

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