Raymond Weil Exploits New Trend in Print Advertising

(Press Release) New York, NY... Luxury Swiss watch maker RAYMOND WEIL, whose timepieces are internationally known for their independent design and high quality, is now embedding custom mobile tagging websites (TAPPINN Smart Sites) within the pages of their U.S. print advertising using TAPPINN QR codes. Each of the four collections, Parsifal, Noemia, Freelancer and Maestro, are tagged with a unique QR code that leads the smartphone user to exclusive mobile web media developed specifically to augment the ad collection artwork, user location and publication. The advertisements will run in publications such as Men's Health, Esquire, Wall St Journal and more.

When the QR code is scanned with a QR reader app using the camera on a web enabled smartphone, users are instantly delivered to a geo-aware mobile landing page promoting nearby retailers with HTML 5 mapping and highlights additional watch designs relevant to the particular advertisement. The RAYMOND WEIL Smart Site also features brand social links, videos, product pages, galleries, catalog requests and newsletter signup. 

 

QR codes are not new to the print advertising world, but the content being delivered through them is evolving.  The latest explosion of smartphone purchases in the U.S. ignited a flurry of brands using QR codes, but many were not delivering the experience consumers deserve, according to TAPPINN CMO Nick Ford.  "The marriage between the mobile web and print advertising is unlike any in the history of marketing. Mobile websites should be designed exclusively for tagging-targeted print advertising by delivering unique value and bridging the ad’s message off the pages and into the palms of potential customers”. The red square in the upper left hand corner of TAPPINN QR codes is a TAPPINN trademark that symbolizes their dedication to delivering rich, secure, targeted mobile web content. “This is a philosophy that sets us apart from competitors and the red square allows consumers to recognize a great experience before they scan a TAPPINN QR code. We are proud to have a brand like RAYMOND WEIL to represent that” says Ford.

TAPPINN is unlike any QR code management platform on the web. Brands, agencies, printers and publications can build, deliver and track 100’s of custom QR codes and exclusive mobile landing pages for all forms of print and visual advertising. Page building and detailed analytics are integrated within QR code creation technology, giving members a unique advantage. TAPPINN saves QR codes under specific pages, sites and campaigns for easy management and tracking. This offers a complete package of page building, QR code creation, management, analytics and reporting that can't be found anywhere else on the web.

The Swiss family-owned RAYMOND WEIL, founded in Geneva in 1976, enjoys a special position in the exclusive world of luxury watch making. Independence is the essential value of RAYMOND WEIL Genève’s state of mind. RAYMOND WEIL, both nationally and internationally, has created a strong presence in the arts, with a direct tie to music and opera through sponsorship and naming of their collections. RAYMOND WEIL timepieces are varied and determinedly modern, characterized by high quality and precious materials with an emphasis on aesthetics. RAYMOND WEIL prides itself in aestheticism, watch making know-how and creativity, the core values that consolidate the basis of the brand’s philosophy. 

For more exclusive info contact Nick Ford at 269-217-8650 

My Assesment of Scanlife in Esquire

I am not a fan of proprietary barcodes or the content they are connected with. Scanlife's EZcode is a matrix code (or 2D bar code) created by ETH Zurich and was exclusively licensed to Scanbuy in 2006. EZcodes are not open like QR codes although they have been successful in getting early placements in widely distributed publications. Most other Scanlife campaigns I've seen lead users directly to a video.

Featured in the March issue of Esquire in the style pages, EZcodes give readers the opportunity to buy clothes out of the magazine if they scan the code associated with the product. Users are directed on their mobile phone to an uneventful landing page where they have the option to buy as well read style tips linking to Esquire's regular website. I was ultra unimpressed. This is a step forward for the sake of awareness but there are many more opportunities outside the closed doors of Scanlife.


Here is a screen shot of the landing page for the suede boots. Blah! It can't even read, "Buy THEM now." Where's the connection here? I could go on and on about this but I'm going to save it. Tappinn will speak for itself.