By The Drum Team, Editorial

September 28, 2011 | 2 min read

Tesco has introduced the country’s first image recognition augmented reality print campaign as part of its new Big Price Drop campaign, bought and planned by Initiative and IPM.

The activity, which launched on Monday, will include a major two week TV campaign - including peak domination on ITV1 this evening - high density Out of Home advertising, a major digital campaign, a national press takeover and week-long radio activity.

Each of the retailer’s Press and Out of Home ads will include branding that can be scanned by a free-to-download smartphone app from Blippar. Tesco is the first big retailer to deliver an augmented reality print campaign using the UK-based tool.

Angela Porter, senior advertising manager at Tesco, said: “The Big Price Drop initiative is a major new offering from Tesco this autumn so it is fitting to partner with an equally innovative new technology for the launch campaign.

“We have been working hard with Initiative to devise an execution that takes interaction to the next level and by providing customers with the means to download store information instantly I am confident we have achieved that.

“Anyone viewing our numerous Press or Out of Home ads can find out in seconds where their nearest store is, and receive free recipe ideas for that added personal touch.”


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