Bus shelters and shopping centres in Reading are being transformed into the latest vehicle for marketing by one of the world’s biggest fmcg companies.

A tie-up between Unilever and French outdoor advertising giant JCDecaux is pioneering a new form of dialogue with consumers with four of its biggest brands - Lynx, Vaseline, Toni & Guy and Magnum.

In total, 325 digital six sheet ads located across the town centre in bus shelters and in The Oracle shopping centre will carry Near Field Communication and QR codes, allowing consumers to access tailored brand content on smartphones by scanning a code or tapping a chip on the posters.