Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


oOh! in partnership with PHD asks shoppers to smile

oOh! in partnership with PHD asks shoppers to smile for first mood recognition campaign for Nutella across NZ and Australia

Shoppers’ facial expressions will determine the advertising creative they see on a new campaign for Nutella that, in a New Zealand and Australian advertising first, uses facial mapping technology to determine their mood and personalises creative to match.

Using the Kinect camera built into oOh!media’s fully interactive EXCITE panels, the facial mapping technology will determine whether a shopper that is engaged with the panel is happy, inspired or grumpy and display an ad for a new range of mood-labelled Nutella jars.

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 “Look at this dynamic duo!”, while if an individual walks by it could be “You look STUNNING. Did someone say selfie?”

The campaign which is running across all 15 EXCITE panels in NZ has also been rolled out across 25 of oOh!’s Australian EXCITE panels.

The EXCITE campaign comes as the entry period draws to a close for oOh!’s EXCITE competition to win, an ad package worth $100,000 for a campaign that best utilises the technology in the panels. Derek Lindsay from OMANZ has recently been appointed as the chair of the judging panel for the competition. Entries for the competition close on the 30th of September.

Blair Hamilford, oOh!media’s Group Director for Retail said 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 2 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 said.

“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.

“Using the Kinect camera that is in all EXCITE panels we were able to not only analyse the facial expression of a person looking at the retail sign, but determine how many users are walking by to serve-up contextually relevant creative.

“Given the EXCITE panels will display the Nutella campaign exclusively, the creative on screen can change to focus on a single person, or groups of two or three, to catch their attention and encourage them to interact with the ad.

“Another important element of the campaign for us is that it’s the first to simultaneously run across EXCITE panels in Australia and New Zealand, allowing Nutella to reach a broad audience across two key markets,” he said.

Melissa Haggerty, Business Director at PHD, said: “Since Nutella is all about mornings we wanted to capture adult shoppers morning moods in a bespoke way that gets them thinking about Nutella. oOh!’s concept that incorporated the Kinect technology allowed for that more tailored approach.”

Michelle Hood, ANZ Media & 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”.

The campaign will run on 25 screens in Australia and 15 screens in New Zealand over two weeks between 20 September and 28 September.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Commerce Commission: Warns Genesis Over Business Billing Errors

The Commerce Commission has issued a warning to Genesis Energy Limited about billing errors concerning electricity line charges to business customers. Genesis reported the errors to the Commission. The Commission considers that Genesis is likely to ... More>>

QV: Tax Changes Yet To Dampen Red-Hot Housing Market

Just over a month has passed since the Government announced measures aimed at dampening the rampant growth of the property market, and yet the latest QV House Price Index data shows the market hit a new high in April. The average value increased 8.9% nationally ... More>>

Stats NZ: Consents For New Homes At All-Time High

A record 41,028 new homes have been consented in the year ended March 2021, Stats NZ said today. The previous record for the annual number of new homes consented was 40,025 in the year ended February 1974. “Within 10 years the number of new homes ... More>>

The Conversation: The Outlook For Coral Reefs Remains Grim Unless We Cut Emissions Fast — New Research

A study of 183 coral reefs worldwide quantified the impacts of ocean warming and acidification on reef growth rates. Even under the lowest emissions scenarios, the future of reefs is not bright. More>>

The Conversation: Why Now Would Be A Good Time For The Reserve Bank Of New Zealand To Publish Stress Test Results For Individual Banks

Set against the backdrop of an economy healing from 2020’s annus horribilis , this week’s Financial Stability Report (FSR) from the Reserve Bank (RBNZ) was cautiously reassuring: the country’s financial system is sound, though vulnerabilities remain. More>>

Reserve Bank: Concerned About New Zealand's Rising House Prices

New Zealand house prices have risen significantly in the past 12 months. This has raised concerns at the Reserve Bank of New Zealand – Te Putea Matua about the risk this poses to financial stability. Central banks responded swiftly to the global ... More>>