Renault is to trial Bluetooth downloads for the first time in a dramatic change of strategy for the car marque.
The activity marks the start of a long-term digital push for the French car manufacturer.
The activity, part of a digital-led integrated campaign, has been created by Renault media planning and buying agency Carat.
It is also the first time that Bluetooth, which allows users to download digital content to their mobile phones, will have been used in shopping centres.
Visitors to the Metro centre in Gateshead will be able to download adapted 20-second creatives of the Renault Scenic, Megane and Clio models. The push will be supported by digital outdoor advertising.
It marks a test phase of a long-term plan to support dealer displays with interactive content and was conceived, managed and negotiated by Carat with specialist agency Bluepod Media.
Earlier this year Renault in France supported the launch of its latest Twingo model with a digital campaign spearheaded by Aegis-owned Carat, with ad agency Publicis involved at a later stage.
Renault spent £40m on advertising in the UK last year, of which £1.8m was online.
Carat has held the European media planning and buying account since 2000.