AI-Powered Innovation Helps Outdoor Advertising Speak the Language of Dogs
Agencies: TBWA\Helsinki • TBWA\NEXT
Description
AI-Powered Innovation Helps Outdoor Advertising Speak the Language of Dogs.
Finland’s number one dog food brand Hau-Hau Champion has pioneered an innovative outdoor advertising solution which is truly designed for dogs. The groundbreaking, AI-powered solution appeals to dogs' strongest senses at once: hearing, smell and taste.
This one of a kind innovation made to resemble a cartoonish dog house is integrated into a digital billboard. Using cutting edge technology, it serves food only for dogs and makes sure that they eat in sanitary conditions. The idea came from TBWA\Helsinki and was developed and built into a working prototype with their brand experience and innovation practice TBWA\NEXT.
The working mechanism of this out-of-home innovation is based on AI-powered video recognition software: the machine identifies the approaching dog and drops kibbles into the bowl. The four-legged client first hears the kibbles, then smells and finally, of course, tastes them. “I dare to say that with this solution Hau-Hau Champion brand gets 100% attention from its real target group - dogs," says Jussi Laakkonen, Head of Sales at Clear Channel Finland.
“AI facial recognition ensures that the vending machine dispenses kibbles only to dogs and not, for example, to cats or children playing near the machine”, says Juhana Hokkanen, Head of Experiential Creative at TBWA\Helsinki. “Another important feature of the vending machine is its safety for dogs. UV disinfection ensures constant air and surface purity. We utilize a new type of UV light to eliminate bacteria and viruses safely and fast”, Hokkanen continues.
A pilot project for Europe's largest pet food producer
Hau-Hau Champion is owned by VAFO Group which is a leading European premium pet food producer. As a member of the board of directors in VAFO, Prima Pet Premium`s CEO Timo Pärssinen says that the innovative outdoor advertising is an inspiring project for the whole group.
“Wherever this innovative dispenser is used, it seems to be a very welcome and pleasant surprise. It really brings joy to dogs and owners alike but it's not just about having fun: the innovation acts as a pilot project for Hau-Hau Champion’s quest to reduce the waste of dog food and making buying easier for dog owners: if the purchased food doesn’t please your dog at home, it often means that a nearly full bag of dog food goes to waste. Now dogs can taste food beforehand and the owners can buy the kibbles online right away, using the QR code displayed on the billboard”, Pärssinen explains.
”The wellbeing of dogs comes first for us. It means both state of the art hygienic practices as well as top of the line food, which is safe and tasty for dogs. We have created a fascinating pilot project, and we hope that in the future we’ll see this solution in action not only in Finland but also in other parts of Europe”, concludes Pärssinen.
This professional campaign titled 'AI-Powered Innovation Helps Outdoor Advertising Speak the Language of Dogs' was published in Finland in March, 2024. It was created for the brand: Hau-Hau Champion, by ad agencies: TBWA\Helsinki and TBWA\NEXT. This Experiential, Integrated, and OOH Outdoor media campaign is related to the Pets industry and contains 3 media assets. It was submitted 8 months ago.
