JCDecaux uses OOH first facial recognition technology on Sydney’s George Street - Image Magazine

Business News

JCDecaux uses OOH first facial recognition technology on Sydney’s George Street

JCDecaux uses OOH first facial recognition technology on Sydney’s George Street

JCDecaux has featured unique, Out-of-Home facial recognition technology to determine whether passers-by have happy or ‘hangry’ expressions to dispense vouchers to sample the new range of Yoplait Yoghurt Smoothies.

JCDecaux has collaborated with Lion Dairy & Drinks and its agencies AJF Partnership and Starcom to develop the unique Out-of-Home experience for the launch of Yoplait Yoghurt Smoothie “Fix your Hanger” campaign.

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 Head of Creative Solutions, Ashley Taylor, said: “We are incredibly excited to launch this Out-of-Home first experience where facial tracking technology is incorporated 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’. It’s a fantastic way to engage with busy CBD consumers.”

Lion Dairy & Drinks Marketing & Innovation Director, Darryn Wallace, said he was excited to have Yoplait Yoghurt Smoothies using this innovative new marketing platform for its launch campaign.

“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 consumers,” he said. 

Starcom’s Client Service Director, Anna Camuglia said: “We were 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 Out-of-Home 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.  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.” 

 

Previous Article oOh! launches new awards to highlight Out of Home heroes
Next Article Textile Image Magazine October Issue Out Now!

If you have a news story, or story about an interesting project or installation please contact [email protected]

Sign up to Image Magazine Newsletter.

Print