Nutella is tapping into shoppers' moods by reading their faces and delivering creative to match in a new out-of-home campaign via oOhMedia and PHD.
To promote a new range of morning mood-labelled jars, the campaign uses the Kinect cameras in Excite panels and mapping technology to read shopper’s facial expressions and determine whether they're happy, inspired or grumpy. It then generates a labelled jar to match.
When not directly engaged by shoppers, the panels will adjust according to 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?”
While the facial mapping software doesn’t capture or store personal data, oOhMedia group director for retail Blair Hamilford says it's added a new dimension to how out-of-home advertising could be used to capture the attention of audiences.
“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,” he says.
Ferrero ANZ media and communications manager Michelle Hood added 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 stores. 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 is running across all 15 Excite panels in New Zealand as well as 25 of the Excite panels in Australia.
Its rollout comes as the entry period draws to a close for oOhMedia's Excite competition to win an ad package worth $100,000. Entrants will be judged in on how they utilise the technology in the panels and entries close 30 September.