Throughout July, Unilever used state of the art colour-recognition outdoor interactive poster sites to celebrate the launch of Dove Invisible Dry deodorant and its “100 colours” campaign.
In the first use by a beauty brand, the digital 6-sheet outdoor campaign featured colour recognition technology developed by Grand Visual. When a user stood in front of the screen the technology identified and captured the dominant colour they were wearing. The application applied this to the creative on the screen – changing it to reflect the colour of the clothes worn by the person. The concept tied in perfectly with the Dove campaign to encourage women to be colour confident by using new Dove Invisible Dry deodorant. Each digital “D6” unit delivered location specific messaging, directing consumers to the local Boots store in that shopping centre.
The campaign was planned and booked by Mindshare and Kinetic and ran in key shopping centres across UK, including Bluewater, Lakeside, Trinity Leeds, Centre MK and the Bullring. The activity formed part of a wider digital out-of-home campaign that delivered reach in fashion environments and in close proximity to relevant retailers.
Callum Galloway, Dove Deodorant Brand Manager said, “It is very exciting to be working on yet another ground breaking activation to bring to life the Dove Deodorant Invisible Dry campaign. Once again we are putting women right at the heart of our campaign and encouraging them to embrace colour confidence.”
Dan Dawson, Creative Technology Director at Grand Visual added, “This innovative use of colour detection technology is a perfect fit with the campaign messaging talking about the product’s use on 100 colours. We delivered messaging tailored to the very clothes a person in front of the D6 screen was wearing, creating a fun, powerful and engaging experience.”