Discover your Aloha
There’s no doubt that technology is changing the way all of us make purchase decisions about everything from the weekly food shop to booking a holiday. And Millennials more than any other group are constantly connected. There are now more Millennials than
baby boomers who represent a large proportion of potential first time visitors to Hawaii.
Expedia Media Solutions and the Hawaiian Tourist Board wanted us to bring to life the spirit of Hawaii for 18-34 year olds in a technology-first way.
Our proposal was to build a campaign using facial recognition technology to watch you, while you watch a film about the incredible variety of experiences available in Hawaii.
By recognising the moments you enjoy the most, we would then serve you a personal recommendation about the kind of Hawaiian holiday you’d enjoy the most. And help you move closer to making that holiday a reality.
Smile for the camera
The result is Discover Your Aloha.
The stunning ‘Discover Your Aloha’ microsite features video content of the land, sea and sky showcasing the beauty and spirit of Hawaii. Once the viewer gives permission the video plays and our custom-built facial recognition software reads the viewer’s physical reactions to the content, for example a smile or a frown will change the outcome.
The results will identify which footage brought out the most positive reaction and pairs viewers with their Aloha – an animal guide.
The animal guide is either an Iwa (Bird): Hawaii’s all-knowing guide; He‘e (Octopus): Hawaii’s loving spirit or Pua‘a (Pig): Hawaii’s bold adventurer.
Viewers then have the opportunity to book a personalized holiday featuring the locations and activities they reacted positively to in the video.
Connecting creativity & technology
By creating a magical, immersive experience for viewers we brought the real life experience of a holiday in Hawaii to life and assisted in people’s decision-making and purchase process.
As part of the project we:
- Provided user focused UX
- Created the overall design theme
- Designed bespoke illustrations
- Wrote long form on-page copy
- Built the facial recognition software
- Carried out test planning and QA
We also created four location specific sites, one each for the US, Canada, Australia and Japan.
How it works
By building upon an open-source library, leveraging research from the University of Changchun, the user's webcam is used to identify 76 ‘landmarks’ on the human-face (such as the edge of the mouth, the tip of the nose) and build a simple 3D skeleton of their eyes, nose, mouth and jaw.
In real-time, the captured model is then compared against an ‘emotion model’ - built from an average of over 3,700 images of human faces - to gauge emotions based on the user’s facial expressions.
Many people will already be familiar with this sort of face tracking and modelling, from the likes of Snapchat and face-swapping applications. It is only with recent improvements in browser processing power and functionality that this type of operation has become possible in a web page without the user needing to download any plugins or additional software.
The Hawaiian Tourist Board is investing $7 million on this and a suite of new technologies to stay competitive. We couldn’t agree more that this is the way to tap into new audiences and reach new potential visitors.