This Valentine’s day waiting for a tram, bus or train will be more pleasant. Around this time of the year – a romantic period in itself – anyone traveling through Holland will be accompanied by an Arabic ambience. Themed as ‘Seduce your Valentine’, Dutch based El Asira opens 101 temporary QR Code stores with their Sensual Arabica natural body care products, which can be accessed by scanning QR Codes in bus stops, railway stations and Schiphol airport. With products improving your love life and that can be purchased instantly, the online shop has found a way to be present in the physical world, technically assisted by Shop2Mobi.
Unique outdoor campaign during Valentine
Rise of QR-shopping
“We came up with the idea because we see that QR-shopping is seen more and more in Europe,” says Abdelaziz Aouragh, founder and CEO of El Asira. “Last year, for example, 300 QR-shops started and already 3000 have been announced for the coming year. However, we see many existing campaigns using QR Codes where the real shopping experience is insufficiently present; they are simply providing information.”
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Mobility, convenience and experience
Aouragh is convinced that his campaign is going to work: “With the El Asira QR-stores people don’t even need to run to a shop. With a smart creative concept, high quality design, good copywriting and a proper platform provided by Shop2Mobi, we are really bringing QR Code mobility, convenience and experience together in a relevant way. Thanks to CBS Outdoor, our idea of 101 virtual QR Code stores staying open for a week, has become reality.”
First Islamic branding campaign
El Asira is not only world’s first in opening 101 QR-stores for Valentine’s Day, the company also brings the first sensual Islamic branding campaign. According to Aouragh this is only the beginning and more will come soon. “Islamic branding is the next global growth opportunity, according to The Economist. That’s true, but up until now, the Muslim consumer is often misunderstood. Many marketers stumble because they stereotype Muslims or accidentally insult and are insensitive with respect to the norms and values of the target group. We know exactly how to address this audience; we ARE the target audience.”
About the campaign
To bring this succesful campaign to lifen, El Asira started several unique collaborations. Besides the provision of 101 A-location facings by CBS Outdoor, the technical realization of the campaign was made possible by Shop2Mobi. DFK Creations and Marthijn Klopper of Hybrid Creative took care for concepting, art direction, design and copy.
Together with El Asira, all stakeholders are building a bridge between the east and west. It was and is a true adventure. We have managed to find a balance in involving different audiences at the same time while remaining within the framework of Islamic branding that focuses on sensuality and sexuality for everyone.
In the next phase El Asira will extend their QR-shops to 1001, setting as a goal a permanent virtual presence in and on the streets of the Netherlands and worldwide.
Click here to see the locations of all El Asira pop-up shops
Press release in PDF:
http://www.shop2mobi.com/wp-content/uploads/2013/02/Press_release_El_Asira_Shop2Mobi_English.pdf
Note:
For more information concerning the 101 Valentine QR shops in the Netherlands:
On behalf of El Asira:
Abdelaziz Aouragh, a.aouragh@elasira.com +31(0)6-421 26262
On behalf of Shop2Mobi
Roman Markovski, roman@shop2mobi.com +31(0)6-39 855744
On behalf of CBS Outdoor
Chantal Kroes, chantal.kroes@cbsoutdoor.nl +31(0)6-549 14753
