Adidas had 20 world cup tickets to giveaway to football fans acrossIndia. They had bought a 15 second ad space during IPL on TV. IPL is acricket tournament watched by 400 Million people across the country.
Due to COVID one of the biggest shifts in Indian consumer behaviour was the switch from using cash to using mobile payment services. Mobile payment services require you to scan the QR code unique to the consumer. This significantly increased behaviour of scanning QR codes to make payments and unlocking promo codes across India.
We gamified this 15 Second TV ad and made it more interactive. Build- ing on the habit of Indians scanning QR codes we created a QR verse in which every QR code will give you a different outcome. Out of all these QR codes some lead to the tickets to Qatar world cup whereas the rest unlocked promo codes and discounts.
20 lucky people went to Qatar to watch the matches but the rest got discounts and promo codes which they had to avail by going to the stores. This ended up increasing the footfall in the Adidas stores.
[ 15SEC TV AD ]