Adshel has launched a world-first digital display campaign with Qantas at Sydney’s Town Hall Station, featuring technology that allows passers-by to feature in the campaign on location.

The campaign is the first to launch under Adshel’s new digital and mobile out-of-home network, Adshel Play and is part of Qantas’ recently launched advertising campaign, You’re the reason we fly.

Developed by Amnesia Razorfish the technology operating the screens at Town Hall allows people with the QantasYou app downloaded on their iPhone to see their name and image on the 3.5 metre wide display screens when they are in front of them.

Adshel director of marketing, Nicole McInnes, said the campaign really showed what digital outdoor is now capable of.

“It features world class technology,” she said. “We’re in a “Minority Report” world where advertising can be tailored to your gender, mood or needset for that time of day.”

“Our recent research shows that consumers are waiting for this, they are demanding more from out-of-home advertising and they want to use their smartphones to connect with campaigns that interest them in real time. This is especially true for consumers who are looking for distractions during the downtime of their daily commute. And what better entertainment than to see the person most relevant to them on the big screen.”

The Town Hall campaign will be live until Thursday, when the Qantas competition ends.