A QR Code Test by Agency YehoshuaTBWA Screens for Smart Students
Alexander Lam — May 22, 2013 — Marketing
References: kidum & springwise
In a clever campaign by marketing agency YehoshuaTBWA, a QR code test that can only be scanned by those with a sufficiently high IQ was distributed. Promoting Israel education company Kidum, the leaflets have QR codes with unfilled pieces. The only way to know which pieces to fill in is to answer every question on the corresponding page correctly. A correct QR code leads to a form for an university entrance exam prep course called Kidum 700.
Each question was formulated to be exclusively answerable by those with a high enough IQ to take Kidum's intensive prep course. Upon arriving at an answer, the leaflet directs the student to shade in the corresponding box in the QR code. The test was fairly difficult with 81 percent of candidates failing.
Each question was formulated to be exclusively answerable by those with a high enough IQ to take Kidum's intensive prep course. Upon arriving at an answer, the leaflet directs the student to shade in the corresponding box in the QR code. The test was fairly difficult with 81 percent of candidates failing.
Trend Themes
1. QR Code Testing - Opportunity for companies to use QR code tests to engage and identify high IQ individuals.
2. Intelligent Education - Potential to develop educational programs specifically designed for individuals with high IQ.
3. Personalized Entrance Exam Prep - Disruptive innovation opportunity to create tailored university entrance exam prep courses for high IQ students.
Industry Implications
1. Marketing and Advertising - Opportunity for marketing agencies to implement QR code tests as a creative and engaging promotional campaign.
2. Education - Potential for educational companies to develop specialized courses and programs for high IQ individuals.
3. Testing and Assessment Services - Disruptive innovation opportunity for testing and assessment service providers to create IQ-based screening tests.
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