During the Sanremo Music Festival, Costa Cruises launched a particularly innovative and engaging advertising campaign, making the most of TV interactivity. The commercial stood out for its central element: a QR code prominently displayed on the screen, a countdown, accompanied by a voice-over suggesting viewers to scan it with their smartphones to enter a prize contest. The prize? A free cruise.

🔈 THE ACTIVATION:

• The ad began with an animated QR code, clearly highlighted in the center of the screen.

• The voice-over focused on a direct call to action: “Scan the code now!”

• No unnecessary distractions: all attention was on the code and the voice message.

• Once scanned, the viewer was redirected to a landing page to participate in the contest.

✅ Why It Was Effective

1. Real-Time Interactivity

   • It turned a traditional passive ad into an active experience.

   • Viewers became not just recipients, but potential participants.

2. Perfect Timing

   • Sanremo is one of the most-watched TV events in Italy, with millions of viewers watching with their smartphones in hand.

   • The festive and engaging context amplified people’s willingness to play and interact.

3. Clear Messaging

   • No distractions: just a QR code and a simple, direct call to action.

   • This clarity increased conversion rates, as the message was instantly understandable.

4. FOMO and Curiosity

   • The countdown created a sense of urgency (“don’t miss this chance!”).

   • The opportunity to win a cruise pushed many to participate immediately, rather than postponing.