Denim brand Lee has come out with a first of its kind initiative, whereby customers while window shopping can participate in a contest without actually entering the store.
Riding on the back of the smartphone revolution, the brand has come up with the idea of displaying QR codes on the store windows. Customers can scan these QR code with their smartphones, which will direct them to an app where they need to explain why ‘Your City Belongs to You!’ The 10 best entries can win couple tickets to Christmas Eve parties in their cities.
Speaking on this initiative, Chakor Jain, Business Head, Lee, said, “With the Christmas season around, we wanted to give customers an added reason to celebrate with a ‘No conditions apply’ clause. Also, tying up this idea to our campaign tagline ‘The City is Mine’, we wanted to get a pulse on the sentiments of our customers towards their city. To tap into the popular trend of smartphones and QR codes, an app was developed where customers could participate and interact with the brand.”
The activation began on December 12 and will be on till December 24. It is being held across eight cities – Bangalore, Chennai, Delhi, Goa, Hyderabad, Kolkata, Mumbai and Pune. A maximum of 10 winners will be announced.
Elaborating on how the idea was conceived, Chakor elaborated, “The growing trend of smartphones and the easy accessibility of QR codes is something that holds the key to future communication. Lee as a brand has always undertaken first of its kind initiatives to value add to its customers and enhance the brand imagery. Also, being a brand that explores any potent idea, it was natural for us to execute this activation and use this as an added opportunity to interact with the customers.”
Lee’s digital agency 22feet played a crucial part in developing the app and generating the QR codes. The activity is part of a broader campaign, as it rests on the crux of ‘The City is Mine’ theme. However, this particular execution is limited to the digital medium. Regarding new brand campaigns on the anvil, Chakor said, “Every season, we have a new campaign. The coming Spring-Summer season will see the continued message of ‘The City is Mine’, but with a more vibrant execution, in keeping with the lines of the season.”
On plans for the year ahead, Chakor remarked, “In the coming year, we will be focusing more aggressively on the digital media space as most of the customer attention span lies there.”