As Tommy Hilfiger showcases their Spring collection on the iconic Piccadilly Lights in London, they are deepening the customer experience by Augmented Reality (AR) triggered via a QR code on the large format screen.

The AR experience immerses the user in a 3D scene which combines video content using Darabase’s Video Mega Screen product, enabling users to click through to the online store and uniquely, be directed to the nearest physical store on Regent Street.

This new one click facility to route users to a store links DOOH media directly to retail footfall providing valuable data to the advertiser and media owners and at the same time as delivering a powerful and useful user experience.

The Tommy Hilfiger SP22 Campaign “calls on fans and consumers worldwide to ‘Make Your Move’”, with further brand experiences at their flagship store at Regent Street.

Camille Uzan, global account director, PSI said: “We’re really excited to be launching Tommy Hilfiger’s “Make Your Move” campaign on London Piccadilly Lights, and the Augmented Reality technology provides an innovative means of driving traffic from the OOH experience to purchase both online and in the store just round the corner on Regent Street. This modern technology allows brands to engage with consumers, and we are proud to support in this direction.”

Dominic Collins, CEO of Darabase added: “Through our unique technology and strong partnership with Ocean Outdoor and PSI we continue to deliver powerful brand experiences that drive data rich understanding and value to advertisers in the physical world through the power of Augmented Reality. We believe this first of a kind connection between digital and physical will become a must have in the future for retailer based outdoor media campaigns.”

The Piccadilly Lights are owned by Landsec and operated by Ocean.

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