All-New Mazda BT-50 ‘Augmented Reality’ an Australian First

VICTORIA, AUSTRALIA – Nov 22, 2011: 1Mazda, the new specialist Mazda division at Clemenger Harvie, has hit the ground running with an Australian first. Working in partnership with media partners OMD, 1Mazda has incorporated augmented reality to its latest set of press and magazine ads for the All-New Mazda BT-50.

The technology allows people to use a visual cue from the print ads to view video content that automatically interacts with the image in the ad. To view the additional content, readers are instructed to download Aurasma Lite from the App Store or Android Market, launch the app and point the mobile device’s camera at the Mazda BT-50 in the print ad and watch their screen magically come to life.

Chris Ivanov, Group Account Director of 1Mazda @ Clemenger Harvie, says augmented reality has the ability to bring new and old media together and is an appropriate channel to give the audience ‘more’ – in this case, more BT-50 information and brand engagement.

“Given the new Mazda BT-50 has been launched using the theme ‘More is more’, augmented reality fits perfectly. We’re bringing this positioning to life by incorporating an extra, unexpected element in our print ads, along with the opportunity to capture data and provide a direct link to the Mazda BT-50 website,” explains Ivanov.

The All-New Mazda BT-50 campaign launched early November with a heavy media schedule comprising television, press, radio and online.

The first Australian print ads featuring the augmented reality cue will appear in the News Limited metro newspapers from 22 Nov and in selected magazines from the New Year including Wheels, Men’s Health, 4x4 Australia, Fishing World and other lifestyle titles.