The effect relies on people picking up a Battersea leaflet, which contains an RFID tag, at the entrance to the centre.
When they pass by selected billboards the tag triggers the screen to show a dog which appears to be following them around, with nothing else on the screen apart from the hashtag #lookingforyou. The same dog features in different routines on different screens.
One screen includes the copy ‘There’s a dog looking for you at Battersea … check out the leaflet we gave you earlier’.
Carly Whyborn, head of operations at Battersea Dogs & Cats Home, said: "We're very excited about the #Lookingforyou campaign – as a nation of dog lovers we're hoping it strikes a chord with people. We're using innovative technology in a way that has never been seen before, and we hope more of our abandoned animals find loving homes because of it."
The campaign was created by OgilvyOne, the agency behind last year’s ‘Magic of Flying’ ad for British Airways that showed a child identifying BA flights in the air above the billboard.
It involved several other players, including outdoor media owner Exterion Media, RFID consultancy RFIdiom, RFID hardware supplier Cisper Electronics and real-time localisation data company Intellifi.
Content was produced by Framestore, Creation Company Films and Kevin Mallett Photography.