Garnier, the haircare products company, has launched a new print campaign, which features a Microsoft Tag. When scanned, the Tag resolves to a video which demonstrates how women can use the company’s new Blow Dry Perfector product.
The Tag and its instructions are placed prominently in the ad and hard to miss, and Garnier does the right thing by offering a URL for readers who don’t have a smart phone, but who may still wish to view the video. Garnier also makes an attempt to blend the Tag code and copy section with the main artwork of the ad by using a common color in the Tag section headline copy. One negative about the Tag instructions, however, is that the company tells readers to get the “free mobile app at gettag.mobi” but they never mention what the app is by name or that it is a code reader app. Nor does Garnier inform readers that they are being directed to a Microsoft site to access the app, which may lead people to wonder what the connection is to Microsoft. (And, for some, this raises the issue about proprietary 2D codes like Tag, and if this is the direction the 2D industry should take.)