OUTPUT

JCDecaux Innovate's mall six-sheet screens are being used for an advertising campaign for Ford's C-Max car, which is the UK's first outdoor augmented reality campaign to use 3D depth imaging technology. The system uses people's natural movements to interact with the screens and 'handle' the cars displayed on them.

The campaign, which has been launched this week in shopping centres across the country, was devised by advertising agency Ogilvy and Mather and digital production company Grand Visual. A Panasonic D-Imager camera measures the user's real-time spatial depth output, while augmented reality software from Inition combines this real life footage with the 3D Grand C-Max shown on the screen.

The user can then interact with the car by changing its colour, opening its doors, folding the seats flat and turning it 360°, and choose demonstrations of the car's features.

"This is the very latest in 'Augmented Reality' technology and enables consumers to put the brand in their hand," says Spencer Berwin, managing director of sales, JCDecaux "This campaign for Ford gives consumers the power to control the creative without even having to touch the screen – this is a real media first."