Posterscope USA, a leading Digital Out-of-Home (OOH) communications specialist, along with partners Quividi, EYE Corp Media and Engage M1 designed and executed a campaign for the GMC Acadia featuring technology that anonymously detected gender, facial expression, age and composition of the passing audience and then served responsive and engaging branded content targeted to that specific audience.
The campaign, which ran for 8 weeks at the Santa Monica Place shopping mall, marked the first time globally that responsive facial recognition technology was linked to dynamic displays to present personalized content in an out-of-home campaign.
“Consumers see up to 5,000 ads every single day, and we wanted to create a responsive, engaging campaign that cut through the noise,” said Jeff Tan, head of strategy at Posterscope USA. “By leveraging cutting-edge technology to deliver real-time dynamic content, we helped GMC connect with audiences via personalized location-based communication strategies. This proved particularly effective in the crowded environment that is the Santa Monica Place shopping mall.”
Posterscope and their partners fitted eight digital screens in Santa Monica Place Mall with video sensors and Quividi’s audience and context aware platform that anonymously detected and determined whether a passing shopper was a man or woman, alone or with a group or part of a couple or a family, adult or child or even frowning or smiling. No data or images of any type were collected, stored or shared at any time, ensuring privacy.
Once detection was made, the digital screens were populated with fun and humorous creative video content and brand messaging promoting the virtues and features of the GMC Acadia tailored to the identified audience. The screens also featured a number of interactive games, both for children and adults, like Simon Says and a virtual staring contest, all of which were designed to further deepen engagement and maximize viewer interaction with the screens.
“The ability to personalize content and messaging to a variety of target audiences really came to life in this campaign,” says EYE Corp Media CEO Jeff Gunderman. “Through this partnership with Posterscope, GMC and Quividi, we were able to showcase the power of digital place-based screens when combined with cutting edge technology.”
“Posterscope, EYE Corp and Engage M1 collectively pushed the limits of real-time personalization at scale,” said Ke-Quang Nguyen-Phuc, CEO of Quividi. “Our VidiStudio interactive scenario designer tool made possible the implementation of more than 200 interactive audience-aware experiences, making the GMC Acadia campaign the most comprehensive automated DOOG project to date.”
Posterscope is the world’s leading Out-of-Home communications agency and location expert. It knows more about what people think, feel and do out of home. Posterscope translates this understanding into compelling, creative and quantifiable Out-of-Home solutions through its investment in data, technology and people, which make a meaningful difference to clients’ businesses. Posterscope’s billings are in excess of $3 billion and it has over 1,000 people in 57 offices located in 34 countries worldwide.