Advertising and PR agency Strategic Communications of Gudja has introduced the use of ‘Quick Reaction’ codes to clients’ advertising campaigns.

QR codes consist of modules arranged in a square pattern on a white background, which can be read by any smartphone with a QR code reader application, downloadable for free from the internet.

QR codes containing addresses and URLs may be placed in magazines, on billboards, buses, mugs, business cards, or on any other item. Users with a camera phone equipped with the correct reader application can scan the QR code to display text, contact information, or open a web page in the phone’s browser.

QR codes were created in Japan by Toyota subsidiary Denso-Wave in 1994 and their use in advertising has been growing around the world.

Strategic Communications introduced QR codes to Malta as part of Estetika’s laser campaign.

Strategic Communications director Fabio Giangolini said the codes’ local introduction was an important development for the local industry.

“Our clients can now rely on a powerful marketing tool which adds a completely new dimension to their campaigns, making them interactive,” he explained.

Fabio Giangolini, who set up Strategic Communications two years ago, is an Italian marketing professional and graduate of Rome’s La Sapienza University. He is also a well-known journalist for specialised international publications.