JCDecaux and Unilever

Unilever launched an interactive campaign with JCDecaux Innovate that deployed state-of-the-art, colour-recognition technology on digital 6-sheet screens to celebrate the launch of Dove’s Invisible Dry deodorant and the brand’s ‘100 colours’ campaign.

The digital 6-sheets detected the dominant colour worn by the person standing in front of it and applied this to the creative. The campaign also deployed location-specific messaging encouraging consumers to visit the nearest Boots store to buy Dove’s Invisible Dry deodorant.

Bluewater, intu Lakeside, Trinity Leeds, thecentre:mk and Bullring were among the key locations for Unilever’s campaign, which will run until 27th July.

Callum Galloway, Dove’s deodorant’s Brand Manager, said: “It is very exciting to be working on yet another ground breaking activation to bring to life the Dove deodorant Invisible Dry campaign. Once again we are putting women right at the heart of our campaign and encouraging them to embrace colour confidence.”

Information gained: 

JCDecaux already use intelligent signs (in which can detect colour) and thus the campaign idea would not cost the company thousands.