Kuoni is claiming an industry first with a new, interactive print advertising campaign.
Using image recognition technology, newspaper adverts will prompt readers to download the Aurasma app to their smartphones which will allow them to view a video of their destination.
Kuoni’s head of marketing Naomi Wilkinson said: “With a significant proportion of our online traffic coming from smartphones and tablets, augmented reality felt like the next logical step in creating a seamless multi-channel experience for the Kuoni customer. Customers have shown us that they interact with Kuoni in multiple ways, across all channels and augmented reality helps to facilitate this journey in a fun and engaging way."
Kuoni has been working with media agency MEC, which devised the campaign, for three years to better integrate online and offline communication channels. MEC performance planning manager Nick Walter said: "This development in technology has allowed us to bring the Kuoni proposition to life in a passive and traditionally broadcast media channel and enable consumers to engage and interact with the brand immediately and straight from the page."
By Linsey McNeill
