CSL promotes augmented reality app through TV ad

CSL, the sofa specialist, is launching an augmented reality iPhone app as part of a £1.5m ad campaign.

The campaign launches on Thursday and will run through to January. It includes TV, social media and online activity.

A TV ad produced by Equinox TV features different couples kissing in front of a virtual sofa, which pops up in front of them to promote CSL's interactive app.

The ad was directed by Frank Borin. CSL managing director Jason Tyldesley worked as the creative director alongside Equinox.

The free iPhone app allows potential customers to view any of its 12,000 sofas in their own room before they buy. Users can place a virtual sofa in their own room online before they buy so they can be happy with the size, colour and style.

The app uses augmented reality to allow customers to select a sofa and manipulate it on screen in real time while the phone is in camera mode, creating a realistic image of what the furniture will look like in their home.

The image can then be shared with others via Facebook, Twitter and by email. Users who upload an image on to Facebook can enter into competition to win a sofa worth up to £1650.

Tyldesley said: "We're taking sofa retailing to another level with this new technology. The application has been in development for months and is part of a major drive to put the customer's needs at the heart of our business."

Follow Sara Kimberley on Twitter @SaraKimberley


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