Systeme U teamed up with TBWA/Paris and DAN Paris to create food origins-exposing ads to build trust within consumers. The ads are broadcast on massive screens in the grocery stores so customers are directly exposed to the origins of their food.
The ads are presented on a massive mirrored screen that shoppers will walk by and once they do, the smart technology picks up on items in their cart and projects an image onto the mirror-like screen. For example, "buying milk, the monitor will show a cow in their cart, alongside a fact about said dairy product, such as where it came from." Each customer becomes part of the ad making it interactive, playful and educational.
The interactive screen lets consumers feel more confident in their purchasing by understanding the food origins of the items they buy each week. The mirrored projection screen works with many items like yogurt, chicken and pork.
Key Themes Behind This Trend
- Interactive In-store Advertising
- Grocery stores are using interactive screens to create engaging and educational advertisements in-store, presenting a disruptive innovation opportunity in in-store advertising.
- Transparency in Food Origins
- Systeme U's approach to food origins-exposing ads is part of a larger trend towards food transparency, presenting a disruptive innovation opportunity for businesses that prioritize transparency in their marketing strategies.
- Technology-assisted Consumer Education
- The use of smart technology to educate and engage customers on the origins of their food presents a disruptive innovation opportunity for businesses seeking to improve consumer education in their industries.
Where This Applies
- Retail
- The use of interactive screens in grocery stores presents an opportunity for retailers to create immersive, educational, and engaging consumer experiences in-store.
- Food and Beverage
- The trend towards food transparency and increased consumer education presents an opportunity for businesses in the food and beverage industry to differentiate themselves and build consumer trust.
- Advertising and Marketing
- The trend towards interactive and educational advertising is disrupting the traditional advertising and marketing industry, presenting an opportunity for businesses to explore new, engaging, and effective approaches to advertising.
