Remarkable digital OOH campaign to engage the high-street
- Inhibitif Interactive Ad-van
- Inhibitif Interactive Ad-van
Deciem asked us to create an interactive experience that would help launch its new product, Inhibitive, to a UK market and to get the attention of both shoppers and the outlets who sold the product. We responded with a first-of-its kind experience that hacked a digital advan and turned it into an interactive game and set up shop at the heart of London's busiest shopping destination.
The back story
Inhibitive is a hair-inhibiting serum that stops your hair from growing. It sits in a large but busy sector with competitors in the shaving, waxing and cosmetics industry. Inhibitif is a challenger brand offering a unique product into an established space so the challenge was how to make the relatively modest budget work hard to get the attention of the UK public and importantly those that sell the product; as getting shelf space in this crowded category is key to the success of the brand.
Crafting the experience
The client had experience of using printed advans with much success, so the challenge was set to match the effectiveness of these with an experience that would gain the desired effect.
Concurrent to the process, a TV ad was in production so we saw an opportunity to tie in with the look and creative concept. The ad showed an animated character (called Hibi) having their hair removed in a variety of painful ways, such as waxing, shaving and electrolysis. We crafted a way that allowed people to trigger these animations by waving in front of the screen, until trigger a point was hit.
The obvious way of achieving this would be using infra red tracking found in devices such as Microsoft's kinect, but we knew that the experience would have to be robust and work in all sorts of lighting conditions. The answer came in the form of the humble video feed, and running a motion tracking analysis of the incoming images. The limitations of this technology are that it can't determine what is moving (e.g. a hand or a leg), causing issues with background noise from passing vehicles, people passing in the background, even birds. In response, we developed a mechanism that could determine if a movement was intended by getting the user to wave in a particular part of the screen for a certain amount of time. After much testing, we reached the perfect balance and the game was set.
On the day
We parked the interactive advan at two central London locations, directly in front of two high-street pharmacies that stocked the product; Oxford Street and The Strand/Trafalgar Square. When we travelled to and from the locations, we switched the van into ad-mode, and played the TV advert on loop - maximising impact.
We were taken aback by how engaged shoppers became. Stopping in their tracks to interact with the installation - almost instantly creating crowds of participants as soon as we switched it on. From 9:30am to 8:30 at night, we had a steady stream of participants, with brand ambassadors on hand to guide customers to where they could find out more and importantly buy the product.
Increased social engagement by 40%
- Increased shelf space within main retailer
Over 2.5k engagements over the day
Top-selling product in the category
“When you think you've heard and seen everything, along come icoEx ”Brandon Truaxe, CEO at DECIEM INC.