Shoppers watch cheetah morph into Mazda CX-5 on phones and tablet devices via oOh!media’s retail partners and Aurasama technology

For the first time shoppers can watch a wild animal morph into the new racy Mazda’s CX-5 on their mobile devices by pointing them at Mazda’s current campaign on oOh!media’s shopaLites using Aurasama technology.

To view the action, shoppers simply download the Aurasama Lite application from the App Store or Android Market and point their smart phone or tablet at the Mazda CX-5 advert on oOh!’s retail panels.

Click to view shoppers interacting with Mazda’s Augmented Reality ad

On their mobile device, shoppers will see a wild cheetah come alive by racing and morphing into the all-new Mazda CX-5.

Mazda’s creative campaign using Aurasama technology works equally well on their current press advertising that uses the same visual imagery featured on oOh!’s shopaLItes.

Says Brendon Cook, chief executive officer of oOh!media: “Mazda has been able to extend their interactive press campaign into the retail environment to reach people while they’re on the go.

“This interactive connection with shoppers is just the start of tapping into the potential of out of home to provide enriched content via mobile devices. It engages their interest and is a fun way of delivering key product information.

“New apps are being developed all the time, making it easier to connect and build brand experiences with busy people while they’re away from home. We see this as the way of the future.”

The campaign will run in the Melbourne shopping centres listed below for two weeks in June, and will be showcased at oOh!’s outdoor innovation display at the Smart Artz Gallery, Melbourne on 2 July.

Campaign: Mazda CX-5 Augmented Reality

Shopping Centres: The Glen, Forest Hill Chase, Stockland Tooronga