Tonic International

Requiem for the QR code

They’ve been around for decades. They are quick, inexpensive to produce and very effective at adding an interactive layer to two-dimensional printed advertisements. Most brands however, continue to struggle with them. In the annals of advertising lore, notable failures far outnumber success stories. Which probably explains why QR (or quick response) codes have been written off by most marketing pundits.

But is the QR code really doomed? Or have most agencies, unable to comprehend their potential, been abusing them in all possible ways? Take the recently run campaign by Visa Gold, (pictured) which is plastered across all the metro stations and malls. The initial design called for a subtle gray QR code that fit beautifully into the layout. Trouble is this didn’t provide for enough contrast to get the code working! Imagine how many users were frustrated when they tried getting it to work. Now, there are ugly black patches stickered on top of the design making it unsightly in addition to advertising the fact that it wasn’t thought through. I’ll bet very few of the initial users are going to be coming back for a second helping.

QR codes demand an active, engaged audience. You know – that rare specie who is willing to search for and download an App, point at a square piece of code on a random surface and wait, hoping to gain access to unspecified content which could be anything ranging from a YouTube video to a basic link to a website or (rarely) free downloadable content that truly adds value. When brands reward them with valuable content that makes their experience better, they will lap it up and reward said brand with clicks indicating loyalty. Mess up and QR codes as a whole get a bad name.

It is actually up to the brand to intelligently make use of QR codes. There is no point in including a QR code randomly in a print advertisement to guide people to a website when it offers no additional value. There is even less point to doing the same thing online when the user can just click a link to get to said website! Just like what these guys, who really should know better, have deplorably done.

While we all wait with bated breath for someone, somewhere to get it right, here are some fundamental questions that anyone planning a campaign with QR codes must necessarily consider.
Is there a genuine business objective?
Does the campaign add value for the consumer?
Where is the campaign likely to happen?
Does the venue have adequate Wi-Fi or Internet access?
Does the QR campaign make access to content simpler?
Lastly, are you simply doing this for the perceived ‘cool’ quotient?

Try it out honestly. You’ll see whether you should toy with QR at all!

How a mostly stale electronic giant gets his advertising groove back down under

I love to be proven wrong; from time to time. As we say back home, only idiots never change their mind.

In the last issue of Culture Pub (www.culturepub.fr), I discovered a new LG commercial. And for once, I was pleasantly surprised to admit it is pretty cool.

Breaking away from their usually stale brand of advertising. You know the one where they take an otherwise pretty mundane product feature and shove it as deep as possible down our throat. The kind that makes you think you’ll never get these 30 seconds of your life back.

Well this time, they managed to make me laugh while clearly demonstrating the USP of their new vacuum cleaner. Check it out on (tinyurl.com/6lhp8r4).

Of course, it’s from Australia and they are used to raise the bar, but still, doing this on LG is a feat in itself. Kudos to George Patterson Y&R in Sydney (www.gpyr.com.au/). A great demonstration of their “ruthlessly relevant” motto.

Sinarline’s event

For two consecutive years, Tonic has successfully organised the Sinarline on-the-spot art competition for children in Dubai and Doha. The event came to life in Dubai Festival City and Villagio Mall, Doha, graced by Demmy Primadianto, International Brand Manager of Sinarline/Tjiwi Kimia Paper Products. Demmy was overwhelmed by the response to the competition, as this year’s outcome was bigger than expected. The first two hours alone registered more than a hundred participants and more poured in until the end of the event.  The contest is designed to encourage children to explore their creativity and express their artistic skills and interact with other children.

A very happy new year from Tonic!

Tonic celebrates the holidays

If the Mayans have their way, 2012 is when it all ends. It was only fitting then that we Tonicians celebrated the holidays like there was no tomorrow, cramming in a sweet-filled lunch, bowling mayhem and karaoke chaos in one action-packed day planned by the irrepressible Mamta. We started off with a pizza feast capped off by the most adorably delicious cupcakes from Iya and presents from our Secret Santas. Then we bundled onto the bus, where Arnaud showed off his skills at deduction in 21 Questions. We headed off to the Al Nasr Bowling Centre where our very own Ameen showed he can deliver more than just packages, achieving the highest scores in the entire group. Still fueled by adrenalin, our next stop was Harry Gato’s where Jad didn’t even need the monitors and a microphone to belt out every song that came on the queue, and Scott proved he could get down with some Ice Ice Baby. It was definitely the most exciting Thursday of 2011 and hopefully just a taste of all the fun in store for us in 2012.

Iya's mouth-watering creations

Merry Christmas, indeed!

Santa's little helpers

Posers

Singing sensations!

Tonic at Kartdrome

Tonician Petrol Heads got together for some high-octane fun at the Dubai Kartdrome Thursday, 8 December. After the excitement of getting geared up in racing suits and helmets, we were all set. Art Director Ashraf Majiet headed the pack with Managing Partner Arnaud Verchere close behind. Fifteen minutes, a 3-kart almost-pile-up and minor bumps later, the experience just whet our appetite for speed and we can’t wait for the next Tonic Team session.

Click here to watch the video from the session.

Congratulations Bu Tinah, we support you

In a competition that initially involved over 400 entrants, Bu Tinah island in Abu Dhabi was recently announced as being one of the top 14 natural wonders of the world. Positioning Abu Dhabi’s living ecosystem as a contender against some of the world’s heavyweights – including the Amazon Rainforest and Table Mountain – meant building a brand around the various life forms populating the island, developing their personalities into characters and ultimately educating the local market on various environmental issues.

Tonic is proud to have been a part of raising the profile for UAE conservation and is looking forward to our continued working relationship with the Environment Agency Abu Dhabi.

Celebrating National Day, the Tonic way

When the entire UAE has released National Day ads every year for the last 40 years, it can become a bit of a challenge to come up with one that would stand out from the rest. The solution from Tonic Communications was to stay true to the brands’ look and tone of voice. The results, a high-flying salute from Audi Middle East and a sincere statement of continued partnership from the National Bank of Fujairah.