Argos is to launch a mobile-interactive TV advert to promote its iPad and smartphone apps.

The ad features the Argos alien characters shopping on mobile and tablet devices in a variety of places, such as in the home, in a pub, and on top of a Christmas tree, to show that the retailer’s app allows consumers to click and reserve almost anywhere and then pay and collect in store.

The ad, created by ad agency CHI and Partners, enables viewers with audio recognition app Shazam to directly download the new Argos app on to their smartphone or tablet.

The Shazam app, which according to Argos has 12.2 million UK users, is more commonly used to identify music. The ad uses the ‘Shazam for TV’ technology to recognise the audio of the ad and then direct the viewer’s mobile device to download the retailer’s new app.

The ad carries an on-screen prompt encouraging viewers with the app on their Android phone, iPhone or tablet to turn it on to be directed to the download, though the Shazam app will have to have already been downloaded for it to work.

The ad debuts tomorrow during ITV’s X Factor commercial break.

Argos claims it is the first time a retailer in Europe has used audio recognition technology in an ad campaign.