Sept 23, 2011
Ronhill Unlimited is the first interactive cigarette packaging in the world with QR code as a part of its design. Scanning the QR code takes you to a regional (ex-Yu) mobile web site where the user can find the nearest place where smoking is allowed by using the map that automatically shows his current location.
Ronhill Unlimited is a product of the SE Europe’s leading tobacco manufacturer – TDR. Design and communication were made by the advertising agency Bruketa&Žinić OM and its digital sister agency Brlog, who are one of the most awarded design and advertising agencies in SE Europe, with over 300 international awards.
Market situation: Because of the new act that prohibits smoking in public places, there is a lot less places where smoking is allowed.
Solution: A cigarette packaging that tells you where the nearest place is you can have a smoke. Ronhill Unlimited contains a QR code on the back of its packaging that the user can scan with a mobile phone directing him to a regional mobile web page which is updated on daily basis. There the user can find the nearest place where smoking is allowed by using the map that automatically shows his current location. The user can also add new locations himself.
Click here to view the project video presentation.
Source: Packaging Europe (July 21, 2011)