Which bank is using interactive reality ads?

THE Commonwealth Bank will take its first step in merging the world of mobile phone and newspaper advertising today when it launches one of the world's first interactive augmented reality campaigns.

The ad, which runs in News Limited's free commuter paper MX in Sydney, Brisbane and Melbourne this afternoon, will allow iPhone owners to download an application that will turn a full-page Commonwealth Bank ad into a fully interactive 3D world on their phones.

And the bank plans to make this the first of a number of press ads using the application to draw consumers in and educate them about its online and mobile phone services.

The campaign, which also ran in News Limited's Sunday newspapers (sister publications to The Australian), is aimed at driving awareness of how the bank's award-winning real estate application works.

Consumers who see the ad will be prompted to download a free 3D application from iTunes.

Once running, pointing the camera of the phone at the ad will reveal an entire neighbourhood, complete with moving people and cars and businesses, which can be explored by moving the phone and pressing interactive buttons on the phone screen.

Paul Kouppas, chief technology officer at digital agency Explore Engage, said that the company had developed the app in a similar manner to developing a video game.

"It is obviously a fine balance between entertainment and business," he said. "But we wanted to make sure that it was simple to use."

Last week, the bank's real estate application, which allows people to look at the sales history of a property, view inside homes for sale and get estimates on the value of a home using GPS co-ordinates and the internet, won the "best of show prize" at

the Australian Interactive

Media and Internet Association awards.

The bank hopes that while many apps are used once and then discarded, the 3D app will become a foundation for future interactive press ads to demonstrate its products.

"We are constantly looking for ways to better engage with our customers and ensure they have a positive experience with our brand," general manager of consumer marketing Mark Murray said.

"The augmented reality press advertisement is a fun and interactive way to communicate the benefits of the app to the customer, and this is something we'll be looking to do more of in the future."

SIMON CANNING