DOOH Campaign Interacts with Passersby Based on Facial Hair

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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.

The Movember Foundation and Quividi Run the First Facial-Hair Reactive DOOH Campaign

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.

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa, TBO.com, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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