CMO

Facial recognition technology being used in a new out-of-home campaign

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.”

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