Following research which revealed 47% of Brits are "put off DIY because they don't know what they're doing," the ICI brand has teamed up with augmented reality platform Aurasma to launch a free demonstration app.


Once downloaded, it works by pointing a smartphone or tablet device towards a Polycell product, triggering a short demonstration video. These range from a guide to filling cracks and holes to how to tackle damp and damaged walls.

Polycell senior brand manager Samantha Balloch said: "We're delighted to be the first DIY brand to offer the innovative Aurasma technology to our customers which literally shows them how to use the product.

"The app is free and easy to use so we're hoping this will give consumers confidence and encourage more people to do DIY for themselves and find out how easy it is to do a great job with the right product."

Aurasma md Martina King added: "Bulky instruction manuals often put people off the job in hand, but by integrating Aurasma's cutting-edge technology into Polycell products, shoppers will be able to watch simple how-to videos and do the job hassle-free. The partnership is a perfect match and we're thrilled to be working with such an iconic brand."

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