One newspaper who has been working hard to adjust and take advantage of the shift to digital advertising is Kompas Gramedia, Indonesia’s largest daily newspaper and by far largest publisher. By closely studying the type of content and the way their audience consumed that content they saw the need of not just developing a strong product, but to also focus on different channels.< width="200" height="267" align="right" src=" Indonesia QR. " alt="" />
One of their recent initiatives was to close the gap between their print and online media by implementing QR codes. The use of QR codes enabled their editorial team to link a printed article directly to a mobile page so readers could immediately get the latest update on a printed story thorgh their mobile phone. The Kompas sales team in the meantime rolled out a series of seminars to educate their advertisers on the business opportunties QR codes could offer.
The first agency to adopt it was BBDO Indonesia for promoting the heroic Indonesian movie “Merah Putih”. The code was first used in print advertising and the print campaign was trailed in the local media in run-up to the release of the film on August 13th 2009 for the celebration of Indonesia’s 64th Indepencence Day. Consumers were able to scan the QR code using their camera phone or enter the seven-digit number directly onto their browser, after which they were then taken to the “Merah Putih” site where they could download the trailer, see behind-the-scene scenes as well as interact through the commentary box.
QR codes are not new actually, in Japan they have been around for years and appear in magazines, on signs, buses, business cards. Over the last few years it is slowly being adopted in other countries, such Singapore, United Kingdom, and various countries in Europe
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