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OOH incorporates facial recognition

JCDecaux has brought in face recognition technology which plays on the facial expressions of passers-by to promote a new yoghurt smoothie product.

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Face recognition technology has been incorporated in an Australian JCDecaux screen to promote a new smoothie

Located in Australia, the campaign uses technology to determine whether those walking past the screens seem happy, or whether they seem ‘hangry’ – a term used to describe anger brought on by hunger.

The “unique” out-of-home project was created in partnership with Lion Dairy & Drinks and its agencies AJF Partnership and Starcom for the launch of Yoplait Yoghurt Smoothie and its ‘Fix your Hanger’ campaign.

Located in George Street, Sydney, a purpose-built panel comprising the face-tracking technology which asks consumers to “smile or frown for a free smoothie”. Once the facial expression has been assessed, a free smoothie voucher is dispensed.

It’s exciting that we will be engaging our consumers with such a fun and interactive new platform – we know the Yoplait Yoghurt Smoothies will satisfy even our most happy or hangry consumer

Ashley Taylor, head of creative solutions at JCDecaux explains the make-up of the screen: “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’. It’s a fantastic way to engage with [Sydney’s] busy central business district consumers.”

Darryn Wallace, marketing and innovation director for Lion Dairy & Drinks, adds: “Yoplait has always been a great innovator in new yoghurt offerings and is about joyful interactions. It’s exciting that we will be engaging our consumers with such a fun and interactive new platform – we know the Yoplait Yoghurt Smoothies will satisfy even our most happy or hangry consumer.”

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.


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