Advertisers who buy outdoor ads usually are for brand recognition. According to Institute For Information Industry”s reports, it surprisingly points out that even though the reach point of outdoor ads is 55.4%, the mind share rate only accounts for 17.4%. It turns out the gap between awareness and remembering, also showing the limited effectiveness of one-ended outdoor ads. In order to introduce design of Taiwan and work with more people, Taiwan External Trade Development Council approached to Viscovery for integrated marketing solution.
We realize that brands tend to spend huge amount of money on outdoor advertisements; therefore, we tried to amplify the effectiveness by making it interactive and interesting. Our client was looking for a new approach to user engagement and products exhibition. Viscovery gave them an opportunity to exploit mobile visual search technology not only from offline but also online advertising.
Hence,we designed a treasure hunting game, customer can use the app to scan the picture printed on outdoor ads and navigate them to the question pages. When they answer the question about the correspondent image they have scanned correctly, and obtain credits. The more points the got. the bigger chances to win the prizes, such as HTC smartphones, well-known signature of golf player Yani Tseng’s. This App successfully grabbed attention from people. Not only brought them to the exhibition directly but also told people the fascinating information and stories behind those exquisite MIT products.