Adrian J Cotterill, Editor-in-Chief
This week, at Amsterdam Central Station (Metro network North/South Line), a unique campaign from soft drink brand Fanta is on display.
The campaign promotes the release of Warner Bros. Discovery’s new comedic film Beetlejuice Beetlejuice, where the ads are created on-site with the help of artificial intelligence.
Mark Veenman COO, CS Digital Media told us “This campaign is a discovery and showcases the possibilities of AI technology in Out Of Home advertising. The result is innovative and surprising, and this strategy has not been used before. Of course, CS Digital Media could not achieve this without an advertiser willing to relinquish control of their ad campaign. With Fanta, in cooperation with EssenceMediaCom, we found a great partner for this approach”.
The Fanta Halloween Beetlejuice campaign, invites commuters to pose in front of a camera, after which #AI technology instantly transforms them into a unique, personalized Beetlejuice character displayed on a large 6×4 meter LED wall. It’s a snapchat like feature, the creation is generated, shown, and disappears forever from the screen within 30 seconds. Each time a new commuter poses in front of the camera, the process is repeated.
AI is increasingly being used in outdoor advertising. However, this is typically limited to data analysis, targeting, and content creation before any campaign starts, keeping the outcome controllable and manageable. Fanta, however, dared to relinquish control of the creation and allowed the AI tool to operate independently under certain conditions.
The basic requirements for the creations are safeguarded with the right prompts, but the final output is unpredictable. This makes the Fanta campaign exciting and also creates maximum attention at the audience. Each creation generated by AI is inherently new, which at the moment is still a relatively unique approach in DOOH.
Anouk van Huissteden, Coca-Cola Company brand manager said “As a brand manager, you need to have an eye and focus on every detail. With real-time generated AI content, that’s simply not possible since the content changes constantly and is generated on the spot. As a brand manager, this takes some getting used to, but the constant change in content amazes and keeps the consumer engaged.”
CS Digital Media is a media technology company focused on innovations in advertising technology and software in the fields of media, e-commerce, energy, and mobility.
If you are already in Artificial Intelligence (AI) wishing to learn more about the advertising and out of home (OOH) industries or in the advertising and OOH sector and wish to better understand AI and Machine Learning then our annual AdAI Conference on Tuesday September 24, 2024 in Toronto is a must-attend.
There are only two dozen tickets left, cost CAD 299 (COMMB members should contact the association for a discount code) and can be found here.
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