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Responsive facial recognition technology redefines customer engagement

Posterscope USA, 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.
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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 DOOH project to date.”
 
 

Brilliant Outdoor Billboards Show Just how Many Items a Car can Pack

Toronto-based advertising agency Grip Limited has created some brilliant outdoor billboards for Honda.
To promote the 2015 Honda Fit, Grip Limited wanted to show the world just how many things the boot of the compact Honda Fit could pack in.
In two separate executions, the contents in the car are exposed to showcase an overwhelming amount of things: camping gear, a canoe, a guitar, a bicycle, just to name a few. The objects may seem too large and like there’s too much, but it all seems to fit in perfectly.
Via: Design Taxi
 

BlowUP Media Dominated M4 Wealth Corridor with Iconic Large Format Outdoor Site

Large format out of home company blowUP media UK is this week launching its new M4 Outbound site, which at 490sqm, will be the largest outdoor site along the M4 wealth corridor.

The site will be the third largest in London. The location targets traffic heading out of central London towards Heathrow and the affluent counties in the West. It is estimated that 2.7 million vehicles will pass the new site each week.
In addition it is surrounded by motor dealerships such as Mercedes and Audi.

Peugeot Creates Social Poster Campaign to Launch New 108 Model

Peugeot has teamed with designer Adam Pobiak to create 108 limited edition silkscreen posters to push its new 108 model and is offering fans the chance to win one via a new social campaign.
With help from social marketing agency 33seconds, the car marque will use CRM to identify and reach out to new owners of the 108 and ask them to tweet and share a photo of them with their new car, holding up a sign with the hashtag #My108.
The first 108 to take part will win one of the limited edition posters, with other entrants set to receive a digital print.
The campaign aims to promote the personalisation element of the new car: with each poster individually numbered with an abstract interpretation of the creative themes.
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Via: The Drum

Will Driverless Cars Signal a New Opportunity for Roadside Posters?

The UK is set to allow driverless cars on the roads of Britain from January 2015. Business secretary Vince Cable said computer-controlled vehicles will be trialled in three cities next year, and the government will be making a £10m fund available for developing the technology in the UK. But what’s this mean for the out of home (OOH) industry?
Alarmists are likely already jumping at the chance to declare this the beginning of the end for roadside OOH sites. After all, if no one’s driving the car, who’s looking at the road and the adverts around it?
However, this is a something of a short-sighted position to take. In fact, driverless cars could be of tremendous value to the OOH industry. These automated vehicles will collect and generate a huge amount more data, which will enable advertisers to target their messaging to passengers far more accurately. Data is already being used innovatively for OOH targeting, such as a recent Mini campaign that used car recognition technology to display personalised content whenever a Mini driver passed a poster site. As driverless cars increase the data set available, the techniques and technology used to leverage it will become far more sophisticated.
Driverless cars also open up a huge new area for advertisers, as all of a sudden former drivers will have a great deal of time on their hands. Broadcasters, entertainment companies like Netflix and media giants like Google will be competing over an entirely new smart car entertainment ecosystem. There’s even the potential for these companies to subsidise the cost of the cars to ensure they are a part of the environment. Google’s already been looking at how it can monetise free taxi rides in driverless cars – serving ads in automated taxis to passengers during their ride rather than charging a fare. This opens a new opportunity for OOH to influence consumers’ digital behaviour, an attribute the medium has proven itself to excel at already.
As time moves on and we come to better understand the new consumption behaviours driverless cars will breed, the OOH industry is going to gain a much greater understanding of the impact of location. If driverless cars do become the norm, we’ll need to redefine what makes a ‘good’ OOH location beyond traditional high value locations to entirely new sites designed to capture the attention of a new generation of window gazers.
Passengers may well fill some of their time surfing the web, watching a film or reading a book, but that won’t be all they do. Natural human curiosity to know where you are and what’s out there, the stop-start nature of urban travel and an inevitable increase in motion sickness will keep passengers gazing out of the window. To all the naysayers, I implore you to think back to your last car ride as a passenger – did you take a look out of the window during the ride?
Ben Milne- Head of Innovation, Posterscope UK
Via: The Wall Blog

Optical Illusion Ad Demonstrates the Power of Ford’s Parking Assistance

To demonstrate the power of its automated parking technology, motor brand Ford created an ad that features a simple optical illusion.
Viewers are first instructed to stare at the white car for 30 seconds. Next, they are told to shift their focus to the empty space between the two black cars.
Just like magic, the car would have seemed to park itself in the empty lot—highlighting how easy and simple it is to use Ford’s ‘Park Assist’ technology.
The ad was created with the help of BBR Saatchi & Saatchi
Via: Design Taxi

Clever Volkswagen Ads Show You Can’t Look at Two Places at Once

To deter drivers from ‘text-driving’, Volkswagen—with the help of German advertising agency Grabarz Partner—has created a series of clever print ads.
Each ad features two tiny images that are widely separated by a line of text, which says “Try looking at both at the same time”.
Viewers would find it difficult to focus on both images, highlighting the message that Volkswagen hopes to bring across—that it’s impossible to focus on the road while texting.
Via: Design Taxi 

Cromwell Road Revs Up for New BMW i8 Campaign

Over the next two weeks, Clear Channel’s flagship Cromwell Road site will be home to a full-scale, 600-kilogram fibreglass replica of the new BMW i8 – the innovative hybrid sports car from one of the world’s leading car manufacturers.
BMW has taken over all six Cromwell Road advertising panels for their stunning out-of-home advertising campaign. An elevated ramp has been built to create the illusion of the replica i8 driving along a road, bringing the advert to life. The campaign was planned and booked by Vizeum and Posterscope.
Nicola Green, BMW’s Marketing Communications Manager – Brand and New Model Launches, said: “The i8 is a car which stands out – its design, innovation and performance. As such, it was important for us that when marketing and promoting this model, we did something a little bit different.  The Cromwell Road placement allows us to do that in an eye-catching and exciting way.”

Audi Headlights Create Giant World Cup Scoreboard in Brooklyn

For the World Cup, Audi has created a giant scoreboard that will display the results of matches using the headlights of 28 Audi A8 cars. The flagship sedans are stacked together within 45 shipping containers and collectively stand over 40 feet tall, making it visible from not only miles away, but also from airplanes. The installation is on the shores of Greenpoint, Brooklyn, offering a spectacular view to Manhattanites across the river, and will be live through July 14th.
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Via: psfk

Audi's Instant Valuation Billboard

Trading in a car for a newer model is a process, and getting your current set of wheels appraised is arguably the first (and most tedious) step. For this reason, Audi Brazil teamed up with AlmapBBDO to cut out the middleman. The result was a different kind of drive-thru.
The Instant Evaluator debuted in Sao Paolo at Brazil’s World Trade Centre. There, an Audi appraiser trolled the parking lot and noted unattended cars’ features and input various data on the wheels on a tablet. He then printed out an RFID tag and stuck it to the vehicle windows.
Later, as drivers exited the parking lot, they passed before the “Instant Evaluator,” an LED billboard with built-in sensors. It scanned the RFID tags and then on the spot, provided potential Audi buyers with some valuable data; an assessment of their cars’ worth, the amount they would need to pay to trade it in for a new Audi model and the number of instalments it could be paid in.
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Via: Creativity Online
 

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