Plan UK's Because I am a Girl campaign uses interactive advertising, amalgamating facial recognition, touch screen and sound.
The Create team at Clear Channel, in conjunction with 3D Exposure and CURB, has launched a UK out-of-home industry first - interactive advertising, amalgamating facial recognition, touch screen and sound. Plan UK's Because I am a Girl campaign, highlighting the plight of the world's poorest girls, launched the ground-breaking interactive ad on a Clear Channel screen on Oxford Street.
The campaign used state-of-the-art facial recognition software to determine the gender of interested viewers standing in front of the screen. Once the viewer opts in to see the advert by touching the screen, women and girls see a 40 second advert whilst men and boys view alternative content.
This new technology, which is fitted inside 6 sheet poster units, is revolutionary to brands as it allows consumers to potentially view, browse, create, share and download HD content, connect to social media, interact via the touchscreen or gesture, and even star in the ads using augmented reality. It gives advertisers enormous flexibility in how they engage their audience and presents a richer brand experience that can be powerful as well as fun and interesting.