Putting the ‘MO’ in VMO
SYDNEY: In partnership with the Movember Foundation, the leading charity changing the face of men’s health, and Quividi, the global leader in audience and content analytics for digital out-of-home (DOOH), VMO is the only outdoor media network in Australia to have launched a Smart Movember campaign, triggered by facial features.
Dan Hill, CEO, Val Morgan Group commented, “Movember is a great initiative so we’re pleased to have played an active role in supporting such a worthy cause. In collaboration with Quividi, we were able to deliver an important health related message to thousands of Australians via engaging, contextually relevant creative.”
Playing across VMO’s retail and service station network, the Smart Movember creative was triggered for passers-by who were sporting beards and moustaches – serving tailored messaging to each audience. The facial recognition software could also detect those who were smiling, encouraging them to “add a mo” and use their money-maker grin to generate donations.
VMO’s proprietary audience measurement tool ‘DART’ has indicated that almost 390,000 people were exposed to the campaign to date. Interestingly, the data also revealed that moustaches are 3 times more popular than beards, with the ‘mo’ creative being triggered most often.
Juliette Smith, Chief Marketing Officer for the Movember Foundation added, ‘We are really proud of this creative campaign that we have collaborated on with Quividi and VMO. The moustache has always been designed to grab attention and start important conversations about men’s health and this takes it to the next level. Innovation is really important to the Movember Foundation, as people are increasingly asked to fundraise or donate to charities. It is important we continually trial new technology, in order to help us reach our goals of reducing the number of men dying prematurely by 25% and halving the number of deaths from prostate and testicular cancer by 2030.’
“Movember is one of the most innovative charities we had the chance to work with” said Ke-Quang Nguyen-Phuc, CEO, Quividi. “We were really pleased to leverage our technology and collaborate with VMO to help mobilising on men’s health and carry out this worldwide-first facial hair reactive DOOH campaign”.
About The Movember Foundation – www.movember.com
The Movember Foundation is the leading charity changing the face of men’s health. We’re addressing some of the biggest health issues faced by men: prostate cancer, testicular cancer, and mental health and suicide prevention.
We know what works for men, and how to find and fund the most innovative research to have both a global and local impact. We continuously challenge the status quo, and invest quickly in what works. In 15 years, we’ve funded more than 1,200 men’s health projects around the world.
By 2030 we’ll reduce the number of men dying prematurely by 25%.
About Quividi – www.quividi.com
Created in 2006, Quividi is the industry standard in real-time audience & content analytics for digital signage and visual retail, with over 600 end-customers and 1 billion people counted every month in 80+ countries.
Marketers use Quividi to measure and optimize their communication strategies on public screens. They tap into Quividi’s solutions to test, plan, trigger and monetize their content, resulting in optimized audience & shopper engagement metrics (attention time, traffic, sales).
Quividi’s video analytics solutions fully respect privacy, as they never store any face image or collect any biometric identifier.