Croatia Insurance - "AI Anxiety Meter"

Bruketa&Zinic&Grey

Bruketa&Zinic&Grey Zagreb, Croatia

Awards

5577

This ad is part of the ACT Responsible Collection

Brand: Croatia Insurance
Country: Croatia

Advertiser: Croatia Insurance

Title	AI Anxiety Meter
Brief	How anxious are Croatians?20% of population deal with strong or extremely strong anxiety.Increased levels of anxiety contribute to the development of mental health issues and chronic illnesses, and consequently, lead to a shorter life span, which for Croats is already shorter than the European average.We used cameras in existing digital DOOH locations and paired them with innovative use of AI-based mood recognition algorithms that were able to perform facial coding and measure anxiety levels of passers-by.The execution was intuitive and simple, as passers-by would walk past, the screen invited them to participate. The users would stand in front of the screen, give their consent by waiting 5 seconds for the application to screen their face and show them their level of concern, which would be automatically measured and displayed.Instead of people watching commercials, commercials now watched them back, for a greater good – their mental health.
Agency	Bruketa&Zinic&Grey
Campaign	AI Anxiety Meter
Advertiser	Croatia Insurance
Brand	Croatia Insurance
Date of First Broadcast/Publication	2022 / 2
Business Sector	Insurance
Story	Recent years have been some of the most stressful for Croatians. The country was struck by earthquakes, it ranked 8th in the world in Covid-19 deaths; furthermore, the recent conflict in Ukraine feels too close for a nation that endured a war not so long ago. All this resulted in an alarming rise in mental health issues.
Philosophy	We wanted to correlate the emotional state of Croatians with the level of health risk they were facing and offer them a personalized solution, in real-time. The idea was to pair powerful cameras in DOOH citylights with AI to accurately assess anxiety levels of passers-by. Google face mesh and automatic facial emotion recognition (FER) technology along with other algorithms analyzed facial muscles using machine learning to identify a combination of 8 emotions defined as anxiousness. The users would stand in front of the screen, give their consent by waiting 5 seconds for the application to screen their face and show them their level of concern, which would be automatically measured. Depending on the result, a dynamic personalized message would have been displayed. Those with the highest levels were directed to a free preventive check-up, while those with lower levels received messaging around the importance of Health Insurance.
Result	People queued to measure their anxiety levels. 1/3 of all passers-by interacted with the ad, meaning 8% of the Croatian urban population was tested with an average dwell time of 817% above average DOOH (18.8”), leading to a 21.8% sales increase and 31,22% more physical and mental health preventive check-ups were performed in the Croatia Insurance Polyclinic. The AI Anxiety Meter will continue to live in the Croatia Insurance mobile app – freely available to everyone who needs it.
Media Type	Case Study
Length	128 seconds
Media Partner	Go2Digital
Copywriter	Ivan Golubic
Creative Director	Davor Bruketa
Head of Account Management	Roberta Kranjec
Account Executive	Karla Katanec
Art Director	Ivana Momcilovic
Graphic Designer	Toni Bursic
Video Production	Anja Pecovnik
Video Animation	Tvrtko Karacic