The first Digital-Out-of-Home (DOOH) campaign that reacts and interacts with people based on their facial hair is now officially a thing thanks to the Movember Foundation and Quividi, the company specializing in audience and content analytics for DOOH. Running in the U.K. on Clear Channel’s Live Interactive Network and in Australia in collaboration with VMO, this campaign employs Quividi’s privacy-protected technology, which allows brands and advertisers to pinpoint audiences in real time based on age, gender, mood, posture and obviously facial hair. While females and clean-shaven males were greeted with more generic Movember messaging, those sporting moustaches or beards were personally and humorously called out by the screens themselves.
Favoring some fashions more than others, the screens complimented those with moustaches (“Your moustache looks good.”) while playfully shaming bearded passersby (“2016 called, it wants its beard back.”) Smiling at the screen also won points with a triggered message that read “This smile is a money-maker.” After all, calling attention to someone’s appearance, especially when it comes to a stylistic choice, is a sure-fire way to guarantee customer engagement.
On top of all that, this DOOH campaign cleverly comes at a time when another well-known hair-based charity effort is concurrently in full swing. As many of you out there already know, it’s that time of year when No-Shave November has men embracing their wild sides to grow awareness for cancer and the patients that lose their own hair due to chemotherapy. While the Movember Foundation’s focus is more on men’s total health, both efforts have males around the world growing facial hair out for good causes while fortifying themselves against dropping temperatures … except in Australia of course.