IQ-Activated QR Codes

In Israel, in order to get into university, potential students need to take an SAT test. Prestigious faculties require a very high score. Yehoshua\TBWA’s client developed a special SAT-prep course - Kidum 700 – for high scoring potential students.

The challenge was to identify the smartest students attending an annual education fair and invite them to the course. This was achieved by offering an incentive only the smartest students could enjoy.

The team created a demo SAT test postcard and an answer form designed as a QR code with missing squares. Only students that correctly answered all questions and coloured the correct missing squares, were able to activate the QR code and claim their prize.

The results: Buzz # 90% trial rate #60% more leads. While not everyone successfully activated the code, those who did (19%) were exactly what they were after.
Credits:
 
Heads of creative department: Tal Raviv, Amit Stoler
Creative manager: Zack Feldman
Art Director: Dinat zisner Catz
Copywriter: Nava Ben Moshe
Photoshop: Julya Titov
Strategist: Tomer Cohen
Client manager: Erez Barkats
Account manager: Tal Tuvbin
Interactive studio manager: Asaf Netzer