An outdoor advertising panel on Sydney’s George Street is using face-tracking technology to assess consumers’ facial reactions before dispensing vouchers for a free yoghurt smoothie in a store nearby.
“We are incredibly excited to launch this Out-of-Home [OOH] first experience where facial tracking technology is incorporated into a special build panel to trigger a dispensed item,” said Ashley Taylor, JCDecaux head of creative solutions.
“The panel feeds image data from a camera to a machine-learning algorithm that is trained to detect face orientation and estimate the user’s emotion. A custom-made vending machine is then triggered to dispense the appropriate voucher depending on whether the consumer is deemed to be happy or ‘hangry’. It’s a fantastic way to engage with busy CBD consumers.”
JCDecaux collaborated with Lion Dairy & Drinks and agencies AJF Partnership and Starcom to develop the unique Out-of-Home experience for the launch of Yoplait Yoghurt Smoothie “Fix your Hanger” campaign.
|When a face is detected in proximity to the panel, a message is displayed asking passers-by to “Smile or frown for a free smoothie”|
“Yoplait has always been a great innovator in new yoghurt offerings and is about joyful interactions," said Lion Dairy & Drinks marketing & innovation director, Darryn Wallace. "It’s exciting that we will be engaging our consumers with such a fun and interactive new platform - we know the Yoplait Yoghurt Smoothies will satisfy even our most happy or hangry consumers.”
Starcom’s client service director, Anna Camuglia said: “This Out-of-Home idea will literally stop people in the street and create a value exchange anchored in whether they are happy or hangry, two very real category need states. Their attention will then be rewarded with a voucher to redeem for their Yoplait Yoghurt Smoothie of choice nearby. The interactions so far have evoked a few giggles.”
Watch the video here.
Global OOH leader JCDecaux’s Australian business includes street furniture and transport advertising, plus its recent acquisition of APN Outdoor A/NZ, comprising 40,000 assets spanning airports, rail, transit, static and digital billboards.