Argos has just installed an interactive QR-code purchase Pop-up Store at Paddington Rail station.

The week long experiential campaign will enable those leaving their Christmas shopping late to point their smartphone at the gift they like and scan the QR code, reserving the gift to be picked up later that day at one of 750 Argos stores across the UK.

The activity, executed in partnership with Concourse Initiatives and Mindshare Invention, is part of a larger Out of Home campaign planned and bought by Kinetic and Mindshare.

Andrew Brunton, Account Executive at Kinetic, said, “Following Kinetic research early this year that showed a huge increase in the recognition of mobile technologies in the UK, it’s great for Argos to break new ground with this Out of Home and mCommerce campaign. The rail environment is perfect to reach a time-poor audience where they will often be a high dwell-time. ”