In partnership with the Movember Foundation and Quividi, the content analytics for digital out-of-home (DOOH) platform, VMO has launched a Smart Movember campaign, triggered by facial features.
Val Morgan group CEO Dan Hill commented: “Movember is a great initiative so we’re pleased to have played an active role in supporting such a worthy cause.
“In collaboration with Quividi, we were able to deliver an important health-related message to thousands of Australians via engaging, contextually relevant creative.”
Playing across VMO’s retail and service station network, the Smart Movember creative was triggered for passers-by who were sporting beards and moustaches – serving tailored messaging to each audience.
The facial recognition software could also detect those who were smiling, encouraging them to “add a mo” and use their money-maker grin to generate donations.
VMO’s proprietary audience measurement tool ‘DART’ has indicated that almost 390,000 people were exposed to the campaign to date.
The data also revealed that moustaches are three times more popular than beards, with the ‘mo’ creative being triggered most often.
Movember Foundation CMO Juliette Smith added, “We are really proud of this creative campaign that we have collaborated on with Quividi and VMO.
“The moustache has always been designed to grab attention and start important conversations about men’s health and this takes it to the next level.
“Innovation is really important to the Movember Foundation, as people are increasingly asked to fundraise or donate to charities.
“It is important we continually trial new technology, in order to help us reach our goals of reducing the number of men dying prematurely by 25 per cent and halving the number of deaths from prostate and testicular cancer by 2030.’
Quividi CEO Ke-Quang Nguyen-Phuc said: “Movember is one of the most innovative charities we had the chance to work with.
“We were really pleased to leverage our technology and collaborate with VMO to help mobilising on men’s health and carry out this worldwide-first facial hair reactive DOOH campaign”.
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