Clever Astra Bierre ad uses facial recognition to market the beer exclusively to women

German beer company Astra Bierre has come up with a creative way of marketing its wares to women, using tech and creative advertising to get their attention.

Astra has erected a digital advert which identifies commuters by their gender – delivering exclusive messages only to women.

The campaign by advertising agency Philipp und Keuntje, Hamburg, Germany, creates personalised content for viewers, fabricated from 70 unique videos. Additionally, when the ad identifies men, or those who it deems underage, it will tell them to keep on walking.

The installation identifies commuters via a built in camera coupled with facial recognition technology.

The unusually targeted outdoor campaign could open Astra up to a whole new audience with the tailored and engaging content.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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