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Debenhams embraces augmented reality to pep up its print ads

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Debenhams autumn/winter ad campaign is getting a mobile boost, with the retailer’s print adverts being brought to life when a smartphone or tablet is pointed at them.

Using Aurasma augmented reality technology – which can be downloaded as an app on to devices – consumers who point an Aurasma-enabled smartphone or tablet at a Debenhams print ad will see the retailer’s new television commercial spring to life on their screens. It will then link the viewer to Debenhams’ website.

Richard Cristofoli, marketing director at Debenhams, explains: “No longer will traditional advertisements be static and limited in scope. Aurasma is enlivening them for the first time. It’s incredibly exciting to see these ads burst into life and offer customers the opportunity to shop immediately, in the moment, wherever they are.”

Debenhams is using the technology as part of its multi-million pound autumn campaign, starring designers Julien Macdonald, Ben de Lisi, John Rocha and for the first time Henry Holland.

The 40 second TV ads break during the X Factor tomorrow, and are soundtracked by the Two Door Cinema Club song ‘This is the life’.

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