QR Postage Stamp
Croatian Post
Issue 23 | May 2012
Agency
Bruketa & Zinic OM
Creative Team
Creative Directors: Nikola Zinic, Davor Bruketa; Art Director: Davor Rukovanjski; Illustrator: Nebojsa Cvetkovic
Production Team
Digital Agency: Brlog; Creative Director: Tin Kadoic; Backend Developer: Mario Loncaric; Frontend Developer: Bruno Babic
Other Credits
Account Director: Vanja Osredecki
Date
September 2011
Background
Croatian Post wanted to mark its 20th anniversary with a stamp that looked to the future, making the post seem relevant and interesting to kids brought up in a digital world.
Idea
The challenge was to connect the analogue world with the digital world. The use of modern technology would give younger people the motivation to use the post for, perhaps, the first time.
The everyday stamp was transformed into something interactive and informative by becoming a QR code.
The QR code connected the sender with a specially created website where he or she could track the journey of their letter or packet, adding text messages and images for the recipient and friends to share before receiving confirmation of its arrival and safe delivery.
Incidentally, by printing the QR code red, the design made a deliberate reference to the Croatian national flag.
Thus the humble stamp was able to connect people online as well as connecting them in the real world.
Results
In the first four months after its release, 500 of QR code stamps were sent, and three to four are being sent daily. The QR postage stamp has already traveled twice around the globe, or better yet, a quarter of the way to the moon!
Our Thoughts
My stamp-collecting Aunt Renee wouldn’t begin to comprehend, but what a smart way to boost the workload of that little sticky square by turning it into the window of a digital tracking system, while reflecting the country’s pride as well. Talk about multi-tasking!