JCDecaux is using the tech to determine whether passers-by have happy or ‘hangry’ expressions
Facial recognition technology is being used in a new out-of-home (OOH) campaign to read facial expressions.
JCDecaux is using the technology to determine whether passers-by have happy or ‘hangry’ expressions to dispense vouchers to sample the new range of Yoplait Yoghurt Smoothies.
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 close proximity to the panel. 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 collaborated with Lion Dairy & Drinks and its agencies, AJF Partnership and Starcom, to develop the OOH experience for the launch of Yoplait Yoghurt Smoothie 'Fix your hanger' campaign.
JCDecaux head of creative solutions, Ashley Taylor, said the company is excited to launch the outdoor-first incorpoating facial tracking technology 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. 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’," he said. "It’s a fantastic way to engage with busy CBD consumers.”
Starcom client service director, Anna Camuglia, said the team was looking for a way to launch the joy of Yoplait Yoghurt Smoothie to ultimately ensure it’s a memorable experience which aids recall at the fridge.
“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," she said. "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.”
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
