Nori Cutout Code | WORKS- 大数跨境

电通创意

2024-06-14

导读：We designed a unique marketing tool for SUSHIRO - a scannable QR code crafted from nori.

Founded in Osaka in 1984, SUSHIRO, a classic sushi spot, has a presence in over 600 locations across Asia. In 2021, this conveyor belt sushi artisan introduced their first restaurant in Guangzhou, which has since grown into a network of over 40 restaurants throughout Chinese mainland.

By teaming up with a paper-cutting artist, SUSHIRO infuses sushi elements and paper-cutting techniques, to create a one-of-a-kind marketing tool - a scannable QR code crafted from nori.

This blend of traditional and modern culture has proven to be a successful approach for the brand to engage with customers, ultimately boosting SUSHIRO’s marketing endeavors.

CHALLENGE

In the diverse and flavorful food landscape of China, SUSHIRO needs to go beyond simply bringing in customers - they hope to focus on building cultural connections and creating lasting memories.

INSIGHTS

MODERN INTERPRETATION OF TIME-HONORED CULTURE

The Chinese art of paper-cutting, deeply ingrained in the cultural heritage of the country, is a symbol of good fortune and happiness, particularly during the Chinese New Year celebrations. Keeping true to sushi making traditions for over four decades, SUSHIRO’s dedication to craftsmanship resonates with the tradition of paper cutting.

Additionally, we found that a carefully crafted poster can spark interest from customers.

CREATIVE

QR CODE POSTER CRAFTED FROM NORI

Introducing Nori Cutout Code.

Using nori, SUSHIRO partners with paper-cut artist Ms. Deng Chunhong to design a captivating QR code that blends the flavors of sushi with the beauty of traditional paper-cutting.

The fresh idea excited diners, sparking inquiries like, “Can a nori-based code be scanned using a smartphone?” and attracting about 1.5 times more customers than usual.

Upon scanning this code with their smartphones, customers will be directed to SUSHIRO’s official WeChat account where they can explore information on SUSHIRO’s brand, products, and ongoing campaigns.

In celebration of Chinese New Year, SUSHIRO also presents customers with Chinese paper cuttings as a special gift, bringing blessings and strengthening the brand connection.

RESULT

Through the use of nori paper-cut QR codes, SUSHIRO has not only showcased cultural heritage but also ignited fresh excitement and love for the brand, sparking a significant buzz in-store and on social media.

We witnessed a threefold rise in views and likes on the brand’s WeChat content, with customer visits increasing by 159% compared to the previous week.