M&S brings Valentine's Day model to life

Marks & Spencer: runs Valentine campaign
Marks & Spencer: runs Valentine campaign

Marks & Spencer is attempting to lure men who are seeking Valentine's Day gift ideas to its mobile website with an augmented reality-powered outdoor advertising campaign.

The retailer has placed a billboard at Waterloo train station, which features a model in lingerie holding flowers. The copy reads, "Love stuck? Here's a little Valentine's help".

The ad prompts commuters to download the Aurasma augmented reality app to their smartphone. The billboard can then be viewed through the smartphone's camera, triggering a video of the model, which can be viewed on the phone.

Digital agency Profero conceived the idea and shot the video.

The model offers gift ideas from the M&S flower and lingerie ranges, and shows customers how to make their purchases direct from their mobiles.

The video can also be viewed online at http://social.marksandspencer.com/.

The news comes as M&S continues to focus on multi-channel retail, having become the first UK retailer to launch an app for Samsung's IPTV devices.

Follow Matthew Chapman at @mattchapmanUK

0
SHARES
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners