Movember Foundation and Quividi have launched the first Digital-Out-of-Home (DOOH) campaign that reacts and interacts with people based on their facial hair.
The campaign is running on Clear Channel’s Live Interactive Network in U.K. and in Australia in collaboration with VMO. This DOOH 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.
Also, 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 with the message “Your moustache looks good.” While playfully shaming bearded passersby like get messages like “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.
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 is 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 hair due to chemotherapy.
The Movember Foundation is focusing more on men’s total health, both efforts have males around the world growing facial hair out for good causes while protecting themselves against dropping temperatures except in Australia of course.