10: What impact has there been on how the media institution now has to produce the texts and the way in which the texts/products are distributed

and exhibited?



The campaign featuring the new 7 seat Grand C-MAX car, created by Ogilvy & Mather in London and digital production company Grand Visual, allows users to interact with the car simply by holding their hands up to the screen. Virtual buttons allow the user to choose the colour of the car, open doors, fold the seats flat, turn the car 360 degrees and select demos of the car’s key features such as Active Park Assist.

This is the first outdoor augmented reality campaign to use 3D depth imaging technology in the UK. They keep away from the traditional billboards in favour of more immersive technologies which allow consumers to interact more intimately with the brand that wouldn't be possible with a poster.