Nutella is taking personalisation to the next level.
Ooh!Media and PHD are asking shoppers to smile for first mood recognition campaign for Nutella across Australia and NZ.
A shoppers' facial expression will determine the ad they see on a new Nutella campaign that uses facial mapping technology to determine their mood and personalises creative to match.
When not directly engaged by shoppers, the panels will carry changing content depending on the number of shoppers walking by.
For example if a group walks past at any given time the creative may say: “You look stunning. Did someone say selfie?”
Blair Hamilford, oOh!media’s group director for retail says the facial mapping software, which does not capture or store personal data, added a new dimension to how out-of-home advertising could be used to capture the attention of audiences.
“Since its launch over two years ago the Excite network has engaged with over half a million people and we continue to find new ways in how to use technology, data and content to drive deeper engagement between brands and audiences,” he says.
Michelle Hood, ANZ media and communications manager at Ferrero, said 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 store. 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," she says.
