Clear Channel has recently announced a UK Out-of-Home first with an interactive advertising campaign running on Create’s new iD6 screen, part of Plan UK’s ‘Because I am a Girl’ campaign, highlighting the plight of the world’s poorest girls.
The campaign uses state-of-the-art facial recognition software (95% accurate) to determine the gender of interested viewers standing in front of the screen, displaying different content dependent upon the results. After the opening sequence, the screen will say whether it thinks you’re a guy or girl, and prompt you to touch the screen if you want to view the subsequent content, which differs according to the gender detected.
The aim is for women and girls to see the full 40 second advert, whilst men and boys are restricted to alternative content. The overall objective is to raise awareness of the lack of choices that still exist in developing nations for girls by denying males the choice to view the film.
The campaign is located in a bus shelter on Oxford Street opposite Selfridges and targets women aged 24 to 34. The screen surround and shelter are wrapped with Plan branding and a disclaimer highlighting the fact the software is not 100% accurate and does not intend to stereotype how people look.
The well-known track by Olive, You’re Not Alone, accompanies the advertising video and can be heard via a headphone socket. There is also a twitter hash tag below the screen and a QR code which appears at the end of the advert (and located to the left of the screen) to direct people to further content or comment on the activity. Finally there is a dedicated donation short text code printed in the door surround which will allow bus users to donate on site.