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Vespa campaign used to debut new marketing technology

The Canadian Scooter Corporation has begun an out-of-home advertising campaign in Toronto promoting Vespa scooters. Canadian Scooter is the exclusive distributor of the brand in this country. The campaign, developed by Dentsu Canada, makes use of street posters that include a bar code designed to be read by a cell phone. Viewers with the necessary software on their phones can use them to photograph the posters, which will result in the code being transmitted to a website. The submitters of certain codes will win prizes, including a Vespa LX50 scooter. According to Dentsu, this is the first time this code technology has been used in North America. "Japan is years ahead of us in North America when it comes to innovative media," said Glenn Hunt, creative catalyst at Dentsu. "The QR code is a perfect example. It's revolutionized marketing in Japan and it's going to revolutionize marketing here in North America. What better client to partake in the maiden voyage of the QR code than Vespa, the icon of youth and freedom?"

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