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!"