In order to make beer for women enticing, Astra developed a billboard that would speak directly and only to females.
In the past, Astra has found the most success by advertising with an illuminated billboard, but for the purposes of this campaign, a little more software was involved. The billboard featured a built-in camera, which was used to read faces using gender detection software. Amazingly, this software is also able to detect age, to ensure that it didn't encourage the sales of beer to female minors.
Once standing face-to-face with the billboard, women would receive one of over 70 targeted video messages that matched their specific situation, including: "Want to drink with me?" "There's nothing here for men," and "Hey! Beer is for 16-and-overs!"
Female-Targeted Beer Ads
Uses a Facial Recognition Billboard to Market Beer for Women
Trend Themes
1. Gender-specific Marketing - Using facial recognition software and targeted messaging to directly market products to a specific gender can increase sales and brand loyalty.
2. Personalized Advertising - Using software to customize advertising messages for specific individuals can increase engagement and build customer loyalty.
3. Innovative Billboards - Incorporating technology such as facial recognition and video messaging into traditional advertising mediums can create new and engaging experiences for consumers.
Industry Implications
1. Alcohol - Incorporating personalized and gender-specific marketing techniques in the alcohol industry can increase sales and brand loyalty.
2. Advertising - Developing new and innovative strategies for advertising, such as personalized and gender-specific marketing can create engaging experiences for consumers and increase brand awareness.
3. Technology - The use of facial recognition and targeted messaging software can be applied to various industries and create new and innovative uses for technology.