oOh!media Unveils Facial Mapping Technology In New Nutella Campaign

oOh!media Unveils Facial Mapping Technology In New Nutella Campaign
SHARE
THIS



Shoppers’ facial expressions will determine the advertising creative they see on a new campaign for Nutella that, in an Australia and New Zealand advertising first, uses facial mapping technology to determine their mood and personalises creative to match. 

Using the Kinect camera built into oOh!media’s fully interactive EXCITE panels, the facial mapping technology will determine whether a shopper that is engaged with the panel is happy, inspired or grumpy and display an ad for a new range of mood-labelled Nutella jars. 

When not directly engaged by shoppers, the panels will carry changing content depending on the number of shoppers walking by. For example if a group walks past at any given time the creative may say “Look at this dynamic 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 said the facial mapping software, which does not capture or store personal data, added a new dimension to how Out Of Home advertising could be used to capture the attention of audiences.

“Since its launch over two years ago the Excite network has engaged with over half a million people and we continue to find new ways in how to use technology, data and content to drive deeper engagement between brands and audiences,” he said.

“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, said: “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.”

Michelle Hood, ANZ media & communications manager at Ferrero, said that the interactive panels were a great way to bring the morning mood concept to life. 

“The panels are an impactful way to interact with grocery shoppers, making them smile while introducing our new morning mood jars before they walk into store. We are also keen to try new ways to cut through the shopping centre environment and we are excited that we can do a cross-country campaign for the first time”.

The campaign will run on 25 screens in Australia and 15 screens in New Zealand over two weeks between 20 September and 28 September.

Please login with linkedin to comment

oOh!Media PHD

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.