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Wordsworth Books Augmented Reality

21 April 2009: “Creative agency Saatchi & Saatchi Cape Town introduced the application of augmented reality (AR), as part of an experiential activation in selected malls, for literature retail outlet Wordsworth Books last week. Anton Crone, executive creative director of Saatchi & Saatchi Cape Town, says the campaign marks the debut of AR in consumer marketing in South Africa, and the African continent.

Wordsworth Books tasked the agency to engage consumers in the atmospheric setting of its stores - “a book lover’s universe where the written word comes to life,” which remains a salient feature differentiating the brand from its competitors. Saatchi & Saatchi brokered a participation deal with Apple Macintosh stores for Wordsworth, and then turned to AR, which has remained fairly unexploited in a commercial marketing context until now.” Read the full article at BizCommunity.com.


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