Volvo, at the recommendation of their agency Mindshare, have started a campaign to annoy potential customers right across Europe. Well done.
I say this based on my experience. The essence of the campaign is a Quick Response (QR) mechanism. This uses a 2D barcode on print advertising.
The Swedish car maker’s Ice White campaign has been built around the theme “open up and come alive”, and uses the print ads to provide readers with instant access to additional web content on their mobile. >>> more
My experience of Volvo QR: text the number on the page, download a reader, do it again as it didn’t run, do it yet again as it didn’t run, then get told my phone ( a 12 month old BlackBerry…hardly a Nokia 3310!) was not compatible.
So I have no idea what I would have been told if Volvo had been using technology that was accessible from my phone. Perhaps when they do an agency review I may find out.