Astra Bier's digital billboard campaign uses facial recognition to target female consumers

“There's nothing here for men,” announces the barman in Astra's latest interactive billboard campaign. The brand are experimenting with novel ways to reach female customers. The German beer brand teamed up with Hamburg based creative advertising Philipp und Keuntje to create a digital billboard that only engages female passers by, telling male and underage punters to keep walking. The interactive billboard is fitted with a camera and the latest generation of facial recognition software that can detect the gender of the person viewing the ad.

The outdoor billboard is responsive, creating personalised content for female viewers out of its archive of seventy short videos when a female face is detected by the facial recognition camera. The campaign came about as a creative response to help Astra target female customers, a demographic that the beer brand was struggling to recruit. The creators hope this unusual type of targeted, tailored digital marketing will help Astra engage with the female market audience.

In a similar vein, Cerveja Feminista are combatting sexism in advertising with a beer aimed particularly at feminists.