New Look backs first brand campaign with mobile marketing element

LONDON - High street fashion retailer New Look has launched an extensive interactive outdoor advertising campaign that lets shoppers download money-off vouchers to their phones.

The campaign, part of New Look's first brand campaign, "New Look, The New Now", uses Hypertag's short-range wireless devices mounted in outdoor posters which send information via infra-red or Bluetooth.

It runs across 96 Adshel bus shelters nationwide. New Look will give away thousands of money-off vouchers, as well as gift vouchers for up to £250.

Ads for the campaign were developed by Naked and ad agency Odd.

Hash Ladha, New Look's marketing director, said: "Hypertag's interactive posters are one of a range of exciting campaign elements that enable New Look to really interact with our customers and have them become part of our brand in a truly innovative way."

As part of the brand campaign, customers were also invited to become part of the New Look window display by having their photo taken through the store window, and pressing a button to display their face on the mannequin for 15 seconds.

The chain is also setting up a Text and Run gameshow in city centres where people text their entry to an LCD screen which randomly picks winners. They then have 15 minutes to get to the New Look store to claim their prize of a shopping extravaganza.

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