SenseCrowd – Smart Cities – Use Case

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  7. SenseCrowd – Smart Cities – Use Case

SenseCrowd - Smart Cities & Advertising - Use Case

A UK listed Advertising Group that specialises in advertising, public relations, media, and market research decided to incorporate emotion recognition AI while planning an omni-channel campaign for a large ice cream chain. The chain sold ice cream through its own dedicated outlets and through grocery stores.

Objectives

  • Measure consumers’ subconscious emotional reactions to the campaign in order to enhance emotionally triggered marketing.
  • Decide its media spend by determining the emotional effectiveness of interactive DOOH (Digital Out of Home) ads compared to youtube or print ads.
  • Build emotional branding appeals to Ethos, Pathos, and Logos in this campaign.

Solutions

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  • The SenseCrowd emotion recognition algorithm was integrated into cameras embedded in digital outdoor advertising panels. If the consumer’s facial reactions appeared to be ‘happy’, a message was displayed asking the passer-by to ‘smile for a free smoothie.’ The consumer could then use a barcode to redeem his or her prize in a nearby store. The concept could be tweaked to allow consumers to interact with the ad campaign via a mobile phone, either buying a product or entering a competition.
  • Emotion data generated from facial expressions and eye tracking of passers-by can be linked directly to outcome norms such as brand recall, purchase intent and sales lift in order to measure the effectiveness of ad copy.
  • The annotated AI data can be used to contextualize ad campaigns to ‘here and now’, enabling advertisers to align messages with the consumer’s mindset at a specific moment. The result is that the ad content can be configured to be more relevant and useful to the consumer.
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Benefits

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  • The client reported that positive reactions to its DOOH ads were far greater than to its YouTube or print ads. The DOOH ads were far more aeffective at getting customers to absorb messages and engage with them.
  • The interactive DOOH ad was more effective in maintaining product awareness and in nudging people to purchase the product. This was important information since most of the company’s sales are driven by spontaneous visits to a store and a short path to purchase is crtitical.
  • Annotated data enabled the company to identify audience segments based on real behaviour. That was critical in predicting buying patterns and in helping to optimize the DOOH plan.
  • Many companies build brands based on art instead of science. The emotion-based advertising campaign helped this company to adapt its brand awareness strategy on a level with “neuromarketing.”
  • While 90% of buying decisions are made subconsciously, 89% of consumers feel no personal connection to the brands they’re purchasing. This company managed to differentiate itself from the competition by establishing an emotional connection to its brand.