Tesco has introduced the country’s first image recognition augmented reality print campaign as part of its new Big Price Drop campaign, which kicked off on Monday 26th Sept. And following in the footsteps of Cadbury, the retailer will be using mobile augmented reality service Blippar to bring its ads to life.

The high profile activity, bought and planned by Initiative and IPM, launches with a major two week TV campaign and high density Out of Home advertising, a major digital campaign, a national press takeover and week-long radio activity. Within this, 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. By simply hovering their smart phone in blippar mode over a Tesco outdoor or press advert, the customers will be able to acess free store location information and download exciting new daily recipe ideas.

Angela Porter, Senior Advertising Manager, Tesco, explains: “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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