Vivocity: The Codeys

Turning Q.R. codes into heroes

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Why

Vivocity is Singapore’s largest retail and lifestyle destination. And they wanted to do something special for a huge annual event in the Singapore calendar - the Great Singapore Sale.

So for the 2013 event they asked Dog’s office to pitch for the business. Not only did they want to attract shoppers into tenant stores, they also wanted to increase their Facebook fanbase. And the brief was very clear - they wanted the idea to be centred on the humble QR code.

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How

But how could we make QR codes catch shoppers’ attention? By making the codes the campaign icons of course.

Meet the Vivocity Codeys. A family of giant QR code mascots that roam the mall. When spotted and scanned the Codeys could bring instant rewards including discount vouchers and daily prize draws. Customers were also invited to “Like” the Vivocity Facebook page for an increased chance to win from the grand prize draw at the end of the Great Singapore Sale.

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Wow

The Codeys not only presented an engaging activation strategy but also bridged the gap between Vivocity’s offline and online marketing campaigns. The results were a retailer’s dream.

Facebook fan numbers increased by 4400. There were nearly nine thousand Codey scans. 848 entries were made for the grand prize draw and 302 store vouchers were given away to happy shoppers. We were happy too when our work on Vivocity Codeys scooped two awards: one Marketing Excellence Award and one Mob-Ex Award. Cheers!

To find out more, get in touch
Helen Reid

Helen Reid
Marketing & PR Manager
helen.reid@dogdigital.com