The brand has leveraged JCDecaux's OOH facial recognition technology to dispense vouchers to sample its new range.
JCDecaux has featured unique, out-of-home (OOH) 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 OOH 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”.
“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," JCDecaux head of creative solutions Ashley Taylor says.
“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 and innovation director Darryn Wallace says 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 says.
Starcom client service director Anna Camuglia says it the campaign is a "memorable experience" that will aid brand recall.
“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," Camuglia says.
"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.”