A New Look for New Look as They Augment Advertising Reality With Aurasma

LONDON, May 21, 2012 /PRNewswire/ --

New Look Uses Augmented Reality to Change Face of Fashion Advertising

New Look, leader of the high street fashion pack, has revealed its latest augmented reality advertising campaign, enabled by Aurasma , the world's Leading Augmented Reality Platform. It marks the fourth major campaign the high street fashion store has undertaken with Aurasma.

Augmented Reality will be used throughout New Look's focal brand campaigns for shoes, jeans and other women's clothing and will enable customers to "scan to shop". Customers can see how it all works in New Look's roll fold New Look Minizine, featuring Aurasma, showcasing their spring and summer fashions from swimwear to maxi dresses. The Minizine is available in New Look's 650 stores and ads will run across titles including, Look Magazine, More Magazine and Grazia Magazine, and Ireland's U Magazine. Customers can also look out for Aurasma-enabled posters on bus stops around the country from today.

To see a video of the content click here:

The high street store has become synonymous with producing clothing that is at height of every seasonal trend, from dresses to bikinis. Creators of the influential NL Daily blog, they frequently unearth the latest in key looks, trends and styles so their customers can keep up with everything current in fashion. Now they are ensuring they keep their customers up to date with the latest ways to access exclusive digital content and purchase items using their mobile devices.  Aurasma is available as a free app for newer iPhones, iPads and high-powered Android devices and over 3 million people have downloaded the app since its launch last year.

Aurasma is revolutionising the way New Look advertises, opening up a wealth of possibility and innovation as use it for their magazines, prints ads and billboards. New Look, already at the forefront innovating the high street experience recognises that mobile technology has been embraced by the transient and ever evolving fashion world. Aurasma is a perfect example of how to harness the power of customers' mobile devices and enable customer to purchase from ads, posters, point of sale and magazines.

Kathryn Kenny, Digital Content Manager from New Look said, "We keep coming back to Aurasma quite simply because it works. It's the first technology that effectively connects our customers mobile experience to our presence in store, print ad campaigns, outdoor posters, point of sale and magazines. We're even looking at integrating Aurasma into our Facebook page, to allow our 1.6 million followers to discover hidden content. This really is the future of fashion marketing, delivering integrated experiences and enabling customers to scan to shop across the marketing mix."

Martina King, Managing Director of Aurasma said, "It's fantastic to see New Look  integrating Aurasma's technology as standard across their marketing campaigns. There's a revolution going on in the way we shop and we're helping our partners to be right at the heart of it."

About New Look

New Look are award winning fashion retailers, and offer a wide choice of clothing to suit all tastes. From jackets to handbags, maternity clothes to jumpsuits, mens shoes to kidswear, New Look offers glamorous clothing at affordable prices.

About Aurasma

Aurasma is the world's leading augmented reality platform. Available as a free app for iPhones, iPads and high-powered Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern recognition to recognise and understand real-world images and objects in much the same way as the human brain does. It then seamlessly blends the real-world with rich interactive content such as videos and animations called "Auras". Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own. Since its launch in June 2011, Aurasma has had more than three million downloads.  Over 4,000 partners in markets including retail, fashion, sport, automotive, consumer electronics, entertainment, advertising and publishing are using the free technology in their campaigns, on their products or embedding the technology in their own applications.  Aurasma was developed by and is part of software company Autonomy - an HP Company.