When it comes to advertising, thinking outside the box often leads to innovative breakthroughs. But what if the target audience isn’t human? That’s the intriguing premise behind Finland’s leading dog food brand, Hau-Hau Champion, and its groundbreaking AI-powered outdoor advertising campaign.
Picture this: you’re strolling through the park with your furry companion when you come across what appears to be a cartoonish dog house integrated into a digital billboard. But this isn’t just any ordinary advertisement—it’s designed specifically for dogs.
The brainchild of TBWA\Helsinki and developed with their innovation practice TBWA\NEXT, this one-of-a-kind innovation combines cutting-edge technology with a deep understanding of canine behavior. The result? An interactive experience that speaks the language of dogs, appealing to their strongest senses: hearing, smell, and taste.
So, how does it work? Using AI-powered video recognition software, the machine identifies approaching dogs and dispenses kibbles into a bowl. The sound of the kibbles attracts the dog’s attention, followed by the enticing aroma, and finally, the satisfying taste. It’s a multisensory experience that captures the attention of its real target audience—dogs.
But this innovative solution isn’t just about fun and games. It also serves a practical purpose, addressing common challenges faced by dog owners. For instance, the dispenser allows dogs to taste food beforehand, reducing the risk of wasted dog food at home. Plus, owners can conveniently purchase the preferred kibbles online using the QR code displayed on the billboard.
Behind the scenes, safety and hygiene are top priorities. AI facial recognition ensures that only dogs receive the kibbles, while UV disinfection technology maintains air and surface purity, safeguarding the health of both dogs and humans.
For Hau-Hau Champion, this campaign represents more than just a clever marketing tactic—it’s a testament to their commitment to canine well-being. As part of Europe’s largest pet food producer, VAFO Group, Hau-Hau Champion is leading the way in innovation and sustainability within the pet food industry.
According to Timo Pärssinen, CEO of Prima Pet Premium and a member of VAFO Group’s board of directors, the innovative dispenser has been met with enthusiasm wherever it’s been deployed. Not only does it bring joy to dogs and their owners, but it also serves as a pilot project for reducing food waste and streamlining the purchasing process for dog owners.
Looking ahead, Pärssinen hopes to see this innovative solution expand beyond Finland, bringing joy and convenience to dogs and their owners across Europe. After all, when it comes to caring for our four-legged friends, the sky’s the limit.
In conclusion, the AI-powered innovation by Hau-Hau Champion is not just about advertising—it’s about creating meaningful connections, enhancing the lives of dogs and their owners, and pushing the boundaries of what’s possible in the world of outdoor advertising. With this campaign, Hau-Hau Champion proves that when you speak the language of dogs, the possibilities are endless.
