Giorgio Armani (together with Manor) offers a price reduction of 20 Swiss Francs on any of its perfumes or cosmetic products. To get the reduction, consumers have to take a picture of one of the corresponding billboard ads (also working for fragrances for men). This Smart Ad was set up by our partners APG (JCDecaux) and Vanija.

Try it with the image below. Download PosterPlus or kooaba Paperboy on your iPhone (or Android) and take a picture of the interactive billboard ad.

Interactive billboard ad - kooaba Smart Ad

This Smart Ad is great because of the following five reasons.

1. Good Communication. It starts with the title Shoot & Win, which tells consumers that there is something in the game for them. The title alone even implicitly explains the required action. The subtitle reveals the details in a short and clear way “Take a picture of the Giorgio Armani billboard and get a coupon for 20 Swiss Francs at Manor”. It is visible and well communicated.
2. Efficient Howto. If consumers are interested in getting the coupon, they can find out how in a blink of an eye. The directions are both in written and graphical form. A three-step instruction leads consumers to the coupon. (1) Download the app on your Smartphone, (2) take a picture of the billboard, (3) get the coupon. There is no simpler way of explaining it.
3. Interesting Incentive. Consumers love coupons and it is great to get one that easily. Consumers expect a 20-Francs coupon when they read the text on the billboard. And that’s exactly what they will get. It sounds obvious, but there are not many of such exemplary interactive campaigns around. Often, all they say is “find out more” – What the heck. No idea what’s in it for me. Here, it is clear to anybody. There is a coupon and all I need to do is shoot a picture of the ad to get it. Period. No mysterious “find out more” crap .
4. The Result. The picture leads consumers to a simple and well-designed mobile landing page. There is just one thing that could be improved. In order to get to the coupon, consumers need (besides taking the picture with one click) to press on a tab. This step could be left out by directly displaying the result. Why? In many stores, Internet connection is quite bad. When the coupon is the first thing that appears, the app stores it in the cache of the Smartphone. Therefore, the coupon will be available even if there is no Internet connection. Furthermore, it saves an additional click.
5. Great Service. The campaign even helps consumers to find the nearest Manor store using a store-finder. This is great service to consumers and it rounds up the campaign and makes it really user friendly from A to Z.

Here, a picture is literally worth 20 Francs, but the campaign is probably worth much more than a thousand times its price.