Nutella brings this joy & happiness on everyone’s face. You couldn’t expect anything less from them. Recently, they have come up with this quirky campaign which will make a permanent seal through face reading. In an inventive move they have launched the latest Outdoor campaign will provide shoppers with adverts customised to their moods, as it monitors the facial expressions of those passing by.
The campaign has been developed by Ooh Media in partnership with PhD, the campaign uses facial mapping technology that customizes, the creative depending on whether the shopper is happy, grumpy or inspired. Despite the fact that shoppers don’t engage with it, the panel will upgrade its content depending on the number of shoppers which are passing by along with displaying personalised messages such as “Look at this dynamite duo!” While if an individual walks by, it could be: “You look STUNNING. Did someone say selfie?”
Blair Hamilford, Ooh! Media’s Group Director for retail that the facial mapping software, added a new dimension to how Out Of Home advertising could be effectively used to draw the attention of the of passers by. The software does not store any personal data albeit the software allows advertisers to engage with consumers in different ways.
“Our creative services team are always looking for ways that we can push the technology packed into our EXCITE panels to create more immersive brand experiences. From that notion, this concept for Nutella was born. Using the Kinect camera that is in all EXCITE panels we were able to not only analyse the facial expression of a person looking at the retail sign, but determine how many users are walking by to serve-up contextually relevant creative. Given the EXCITE panels will display the Nutella campaign exclusively, the creative on screen can change to focus on a single person, or groups of two or three, to catch their attention and encourage them to interact with the ad.”
“Another important element of the campaign for us is that it’s the first to simultaneously run across EXCITE panels in Australia and New Zealand, allowing Nutella to reach a broad audience across two key markets,” he said.
Melissa Haggerty, business director at PHD, added: “Since Nutella is all about mornings we wanted to capture adult shoppers’ morning moods in a bespoke way that gets them thinking about Nutella. Ooh’s concept that incorporated the Kinect technology allowed for that more tailored approach.”