Battersea Dogs & Cats Home taps RFID technology for interactive digital ad

Battersea Dogs & Cats Home has launched an interactive digital advert at Westfield Stratford city shopping centre using radio-frequency identification (RFID) technology.

Developed and created by OgilvyOne UK and Framestore in collaboration with Exterion Media, the #Lookingforyou campaign highlights the animal charity's continued work to rehome cats and dogs.

People visiting the shopping centre are handed specially designed leaflets containing an RFID tag. As they walk past the outdoor billboards dotted around the venue the leaflet activates Barley - a former Battersea dog, on the screen and engages with them.

Emma de La Fosse and Charlie Wilson, joint chief creative officers, OgilvyOne UK said: “We all know that homeless dogs follow you around. So we are using technology to create a truly engaging experience at Westfield to help Battersea rehome even more dogs in 2015.”

An online video to support the campaign was created by Surrey based production agency Creation Company Films Limited.

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