Brief overview of the project/technology:
The plan? The start of a movement. Our part in this movement? To deliver millions of smiles every day, letting consumers do the rest, inspiring people to share more “moments of happiness.” After helping Wall’s create their new global brand positioning “Share Happy,” we had to find a way to bring it to life. But how, you ask? By weaving our web, catching one smile at a time and letting consumers connect. We created a wide range of activation, but the centerpiece is the world’s first smile-activated vending machine. The “Share Happy” vending machine is an industry-leading innovative brand experience which combines facial and smile recognition, 3G technology and social media. Simply smile at our vending machine and it gives you a free ice cream. Share Happy!
Objectives of the deployment or the technology:
The objectives: 1. To bring Wall’s new global brand positioning “Share Happy” to life in a simple, fun way that recaptured that special moment of enjoying a Wall’s ice cream and encourage people to share life’s small moments of happiness. 2. Inspire people to share more moments of happiness. 3. Make happiness owned and associated to the Walls brand.
To create this groundbreaking experience we harnessed the power of a number of innovative new technologies including facial & smile recognition, touch screens, 3G and social media sites (specifically, Facebook). We developed the graphic language, interface design and the unique animation style for the vending machine. Samsung was the screen provider and Sanden Vendo supplied the vending machine. Our first challenge was to attract those passing by and have them notice the machine. We developed an entertaining “attractor screen” that superimposes consumers’ faces onto the heads of illustrated characters. In the same way the Hall of Mirrors never fails to amuse, the experience was instantly engaging, making the machine incredibly difficult to walk past without interaction. Once we have people’s attention we ask them to move closer and smile for a free ice cream. Using facial recognition, the “smile-o-meter” measures their smile and takes a picture. We upload the smile to Facebook (with 3G technology) and they choose a free ice cream! Using the touch screen customers browse the menu and select their ice cream. The interface itself uses a charming “stop motion” technique; a refreshing change from the usual computer generated imagery and a direct expression of the artisanal “Share Happy” brand language.
The team developed the graphic language, interface design, and the unique animation style for the vending machine. In doing so, they helped to initiate a global repositioning of Wall’s ice cream brand. The campaign launched at the Rock in Rio festival in Lisbon, Portugal and the first two consumer facing machines attracted nearly 3,500 smiling faces during the event, which (based on a recent study of the value of a Facebook Fan) translates into $650k media value/year/machine ($3.60/fan). Our innovation received a Bronze Cyber Lion at the 57th annual Cannes Lion International Advertising Festival, where over 6,000 ice creams were distributed and over 50 articles were written about the machine during the week of the festival. Other nods include Gold MIXX award for Digital Out-of-Home Advertising and the award for Most Innovative New Technology at the Econsultancy Innovation Awards. Sharehappy has also been recognized at Campaign Big, SXSW Interactive, London International and W3. Share Happy vending has launched in Lisbon, Portugal; Singapore; London, UK; Paris, France; Hamburg, Germany; Rome /Milan, Italy; and Bangkok, Thailand. We also plan on bringing the machine to Mexico City, Amsterdam and Turkey in 2011.
Size and geographic location(s) of the deployment:
The campaign launched at the Rock in Rio festival in Lisbon, Portugal and the first two consumer facing machines attracted nearly 3,500 smiling faces during the event. Share Happy vending has launched in Lisbon, Portugal; Singapore; London, UK; Paris, France; Hamburg, Germany; Rome /Milan, Italy; and Bangkok, Thailand. We also plan on bringing the machine to Mexico City, Amsterdam and Turkey in 2011.
Selected judges’ comments:
This kiosk may have found the missing link! Part of the reason people prefer humans in service setting is the emotional interaction. These folks have figured it out. This is ingenius and I can't wait to use it.
It made me smile to evaluate this entry! This is not only a great use of technology, it is also is unique and clearly one of the most creative campaigns I have seen! This is the definition of a "machine human interface."
The technology is a great solution for the marketing challenge. The on-screen smile meter that provides real time feedback to customers helps them participate more.
Great use of innovative technologies (facial recognition, smile recognition) and integration of social media. Very compelling self-service product offering. I mean, who can refuse free ice cream? Makes me smile just thinking about it!
Incredible technology utilized for a great experience for any market segment / customer.
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Platt Retail Institute