Nutella’s latest out of home campaign reads shoppers’ faces

Shoppers will get adverts customised to their mood as Nutella’s latest out of home campaign monitors the facial expressions of those passing by.

Developed by Ooh Media in partnership with PHD, the new campaign uses facial mapping technology to personalise the creative depending on whether the shopper is happy, inspired, or grumpy.

When shoppers are not directly engaged, the panel will change its content depending on the number of shoppers passing by, with personalised messages such as “Look at this dynamite duo!”

Blair Hamilford, Ooh Media’s group director for retail said the facial recognition software allows advertisers to engage with consumers in new ways.

“Since its launch over 2 years ago the Excite network has engaged with over half a million people and we continue to find new ways in how to use technology, data and content to drive deeper engagement between brands and audiences,” Hamilford said.

“Using the Kinect camera that is in all Excite panels we were able to not only analyse the facial expression of a person looking at the retail sign, but determine how many users are walking by to serve-up contextually relevant creative.

“Given the Excite panels will display the Nutella campaign exclusively, the creative on screen can change to focus on a single person, or groups of two or three, to catch their attention and encourage them to interact with the ad.”

Melissa Haggerty, business director at PHD, added: “Since Nutella is all about mornings we wanted to capture adult shoppers morning moods in a bespoke way that gets them thinking about Nutella. oOh!’s concept that incorporated the Kinect technology allowed for that more tailored approach.”

Michelle Hood, ANZ media & communications manager at Ferrero, said the panels were an impactful way to interact with shoppers before they go into the supermarket.

The campaign will run on 25 screens in Australia and 15 screens in New Zealand over two weeks between 20 September and 28 September.


  • Client: Ferrero
  • Media buyer: PHD Australia & PHD NZ
  • Media company: Ooh Media

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