Anxiety has soared in Croatia in the last three years. The country was struck by earthquakes and it ranked 8th in the world in Covid-19 deaths per capita. Furthermore, the recent conflict in Ukraine felt too close for a nation that endured some of the most gruesome wars in recent history. WHO research revealed that 50% of Croatian population had noticeable levels of anxiety and 20% deal with strong or extremely strong anxiety, yet the topic is mostly ignored.
Croatia Insurance and Bruketa&Zinic&Grey decided to use this year’s advertising budget in a veyr new way. Their DOOH work is anxiety meter, produced with Go2Digital. The Anxiety Meter is equipped with AI software and built-in cameras that can measure passers-by’s anxiety with their permission, using Google face mesh and automatic facial emotion recognition (FER).
The campaign aims to highlight dangers of long-term emotional stress and consequences of not taking care of mental health by giving people an analysis of their anxiety level and, for those at the top end of the scale, referring them to Croatia Insurance’s clinics for a free preventative check-up.
The campaign was rolled out in three stages. First, the partners ran a network test of the algorithm, selecting locations with high pedestrian traffic, and with the highest levels of detected anxiety among those pedestrians. Second, their test flight ran across 14 screens in the Croatian capital Zagreb, to prove that the personalized real-time ads would result in an increase in website traffic and preventive check-up bookings in the Croatia Insurance Polyclinic.
Third, while TV, digital and OOH ran nationwide, they expanded the reach of the DOOH campaign to cover the three largest cities in Croatia. People queued to measure their anxiety levels. 1/3 of all passers-by interacted with the ad, meaning 8% of the Croatian urban population measured their anxiety level in two flights of the activation.
The average interaction with the ad was measured at 18.8”, which exceeded the average dwell time around a DOOH ad by 817%. Even though the campaign is over, the AI Anxiety Meter will continue to live in the Croatia Insurance mobile app – freely available to everyone who needs it.
“As far as we know this was the first-ever DOOH campaign that focused on measuring anxiety, the hardest emotional state to detect. We developed a system that could identify anxiety and measure it in live video, becoming the first brand in the world to run a real-time programmatic campaign based on anxiety,” Bruketa&Zinic&Grey stated.