Some thoughts - Scanbuy does offer an enterprise the ability to customize the short code that they use for the service, it just wasn't implemented in this case. Of course, natwest.com wouldn't be a short code as much as a full URL. Something like ntw.st would be the traditiona 3.2 format. While the https protocol is useful for m-commerce, it's not normally used in app downloads so it might be just as confusing to the user. However, in many barcode clients the actual URL isn't even visible - the scan goes to the action automatically. The phones security system should prompt the user as to whether to complete an installation action. Overall, it's a solid campaign and a great demonstration of more advanced code actions like handset/OS based routing.