Amsterdam, September 9 – 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.
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. You can watch a video of the process here.
AI tool generates content creation
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.
Exciting & innovative
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 now is a unique approach in DOOH.
Quote from Anouk van Huissteden (brand manager, The Coca-Cola Company): “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.”
Quote from Mark Veenman (COO, CS Digital Media): “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. Thank you for that!”
About CS Digital Media
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.
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