JCDecaux has collaborated with Lion Dairy & Drinks and its agencies, AJF Partnership and Starcom, to develop the unique OOH experience for the launch of Yoplait Yoghurt Smoothie “Fix your Hanger” campaign.
A special build panel, located on Sydney’s George Street, will use face-tracking technology where consumers’ facial reactions will be assessed and a voucher dispensed to redeem a free Yoplait Yoghurt Smoothie in a partnered store located in. 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”.
JCDecaux head of creative solutions Ashley Taylor said: “We are incredibly excited to launch this Out-of-Home first experience where facial tracking technology is incorporated into a special build panel to trigger a dispensed item. 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.”
Nowadays, more and more OOH ads will not be engaged in a general sense, but will communicate with consumers in a deeper level through effective reach. It’s exciting that we will be engaging consumers with such a fun and interactive new platform – the Yoplait Yoghurt Smoothies will satisfy even our most happy or hangry consumers. This OOH 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.