London’s Battersea Dogs & Cats Home, one of the biggest shelters for domestic animals in the UK, has unveiled its new interactive billboard, where a dog in need of a good home follows patrons around the city.

Created by the customer engagement agency OgilvyOne, the plucky pooch traipses his way through Westfield Stratford Shopping Centre, wagging his tail at potential adopters walking by the billboards. The campaign uses tracking chips embedded into leaflets handed out by Battersea volunteers to unsuspecting shoppers.

"Battersea rehomes animals all over the UK and beyond, and this could help encourage people to choose to rescue a dog," said Battersea's head of operations, Carly Whyborn. "We’re using innovative technology in a way that has never been seen before, and we hope more of our abandoned animals find loving homes because of it."

Check out the video below to see how it works.