How many times have you been given a flyer at a stand, only to throw it in the nearest garbage bin after glancing at it? The Tourism Authority of Thailand wanted to do something about that. They handed out “the tattoo flyer” at a tourism expo, that scan like QR codes to short videos.
Advertising agency Leo Burnett is behind the idea, which supposedly has resulted in a 42 per cent increase in Chinese Tourism to Thailand after the event.
I think these tattoos are genius because: They use the now very trending temporary tattoo format and mix it with the use of smart phones. You easily get user engagement as it triggers the curiosity behind the QR code. Also, the high focus on graphics in social media makes us even more drawn to a picture/tattoo than a text. Walking around like a living advertisement on behalf of the Tourism Authority opens up for other potential tourists to scan and engage, too. Hearing what the ink is about from someone they know, strengthens the campaign as it literally makes the ink-bearers “trusted tourist ambassadors” on behalf of those who paid for this stroke of genius ink..
What I also find clever about this, is that a tattoo in itself represents something you stand for, and something you think deserve to be permanently inked to your body. Like a memory you want to keep or highlight. Thus, if the receivers liked the video this tattoo provided, it is “worthy” of staying on your skin. You’ll link it to a positive experience. In this way, Thailand as a tourism destination will have a high stand in the receivers’ minds. Thailand as a destination becomes a positive memory before you have even been there.
Check out the campaign here: http://www.adweek.com/adfreak/leo-burnett-invents-temporary-tattoos-scan-qr-codes-167228
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