M&S brings Valentine's Day model to life

Marks & Spencer is attempting to lure men who are seeking Valentine's Day gift ideas to its mobile website with an augmented reality-powered outdoor advertising campaign.

Marks & Spencer: runs Valentine campaign
Marks & Spencer: runs Valentine campaign

The retailer has placed a billboard at Waterloo train station, which features a model in lingerie holding flowers. The copy reads, "Love stuck? Here's a little Valentine's help".

The ad prompts commuters to download the Aurasma augmented reality app to their smartphone. The billboard can then be viewed through the smartphone's camera, triggering a video of the model, which can be viewed on the phone.

Digital agency Profero conceived the idea and shot the video.

The model offers gift ideas from the M&S flower and lingerie ranges, and shows customers how to make their purchases direct from their mobiles.

The video can also be viewed online at http://social.marksandspencer.com/.

The news comes as M&S continues to focus on multi-channel retail, having become the first UK retailer to launch an app for Samsung's IPTV devices.

Follow Matthew Chapman at @mattchapmanUK

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