QR Code Location Based Print Ad

Café Joe, a chain of coffee houses in Israel, is using location based newspaper ads with a QR Code (image below) to lead readers to a free cup of coffee. Scanning the code gives the user mapping directions to the nearest branch where they can redeem a coupon for a free cup of coffee and finish reading their paper (video below). The recent Tim Hortons QR Code coffee cup sleeve was also a Y&R campaign although not Y&R Israel.