For two weeks this past spring, some shoppers at the Westfield Stratford shopping mall in the United Kingdom were followed by a homeless dog appearing on electronic billboards. The roving canine, named Barley, was part of an RFID-based advertisement campaign conducted by Ogilvy on behalf of the Battersea Dogs and Cats Home, a rehabilitation and adoption organization for stray animals. The enabling technology was provided by Intellifi, and was installed by U.K.-based RFID consultancy RFIDiom.
Ogilvy’s ad campaign was the brainchild of William Godfrey, an “experience designer” at the advertising agency. Ogilvy is a fan of Battersea—and of pets in general—Godfrey explains, and he thought about how technology could be used to bring the plight of homeless animals directly to the public in a memorable way. “I had the idea that it would be lovely to digitalize dogs,” he says, and radio frequency identification seemed the best technology to make it appear that a digitalized canine was following people in the way that an actual stray dog might do. Ogilvy had considered the use of other technologies, such as cameras, but ultimately decided that RFID would make the process seamless and automatic.
Battersea Dogs and Cats, a well-known fixture in the London area, rehomes approximately 7,000 animals annually, some outside of the United Kingdom. The nonprofit has been in operation for 156 years in the London area, about 150 of which have been at the same site near the Battersea Power Station. The organization liked the idea of the Ogilvy campaign, says Claire Fishersmith, Battersea Dogs and Cats’ marketing manager, as well as the fact that the ad agency was donating the solution.
Eric Jones, RFIDiom’s managing director, says he, too, is an animal lover. When Ogilvy suggested a campaign using RFID to put images of pets in front of shoppers on an individualized basis, Jones was up to the task, despite the short (two-week) deadline. It was a bit different than the company’s typical RFID deployments (which include document-tracking, supply chain management and industrial traceability solutions), and he says he and his engineers enjoy a good challenge.
For Battersea and Ogilvy, the challenge was to provide appropriate content. They wanted to feature a dog that was unimposing (so as not to frighten those who don’t necessarily love canines) and that was an actual Battersea veteran. They opted for Barley, who was rescued and adopted through Battersea, and is now an actor in such films as Pirates of the Caribbean. When Barley was photographed for the campaign, the dog’s fur was roughed up in order to capture the appearance of a stray in need of a home.
The RFID system worked this way: representatives of the Battersea Dogs and Cats Home, including Fishersmith herself, greeted shoppers at the entrance, offering them an RFID-tagged Battersea brochure if they seemed especially interested in pets. To better judge this, one individual stood at the entrance holding a dog or cat from the shelter. Every shopper who walked up to the animal to get a closer look at or pet it received a brochure. Attached to that brochure was a Smartrac Frog 3D RFID inlay encoded with a unique ID number that the system would recognize. That ID was not connected to any data about the individual carrying the brochure, since the company’s intention was that shoppers would remain anonymous.
Consumers were not told that the brochure had any special technology built into it. Therefore, an individual could be surprised when the advertising video changed to a dog—Barley—when he or she approached the billboard.
A total of seven digital billboards, located in or near the mall, were RFID-enabled, according to Matthijs van der Weg, Intellifi’s CEO.
An Intellifi reader (known as a Smartspot), with as many as six antennas built into it, was installed at each of the seven billboard sites, and some of the readers were also fitted with an additional external Intellifi reader antenna. The reader detected the zone in which an individual was located. Each antenna supported two to three zones, with a single zone’s radius equal to a distance of three steps that a shopper might move while walking. The reader forwarded the brochures’ unique IDs and signal information to Intellifi’s Brain software on the server, which then calculated each shopper’s location relative to that particular billboard.
The location data was provided to Ogilvy’s content-management software, which displayed an image of a dog whose movements corresponded to that shopper’s location. If the person holding the RFID-tagged brochure was walking to the left, the dog followed in that direction. As he or she approached the screen, the animal on the video seemed to approach as well.
The system also tracked which screens a shopper had already passed. This allowed the billboards to play only video images that he or she had not already seen.
Some reader installations were easier than others, Jones says. At some billboards, for instance, there was a power source to which the reader could be connected, while in other cases RFIDiom installed standalone power units to energize the readers. It was important that the hardware not be apparent, he adds, and RFIDiom made a few creative adjustments to ensure that the readers, antennas and power units were obscured.
In some cases, the readers were painted green and hung in trees or placed in bushes near the screen, while others were attached to lampposts. One RFID-enabled billboard was located on a nearby footbridge that some shoppers traversed to reach the mall. In this case, RFIDiom installed flowerbeds with false bottoms and buried the readers in with the flowers. All readers were housed in IP-rated boxes to protect them from inclement weather and other environmental conditions. Before the system was launched, the team tested the encased readers by training a high-pressure water hose on them.
During the two weeks in April, the system tracked hundreds of shoppers. “People did a bit of a double-take,” Fishersmith says. “At first, they weren’t sure if it was just a coincidence that the dog seemed to be following them.” In some cases, they approached the Battersea representatives in front of the mall to ask if their experience had just been a coincidence, and many wanted to repeat the process.
Altogether, Godfrey says, shoppers carried about 700 brochures throughout the mall. The campaign’s successful result, he adds, “has put RFID on the radar” for other Ogilvy engineers. “I don’t think it will be the last time” Ogilvy will use such technology, he predicts, noting that the specific campaign will need to be one that benefits from the sense of having content follow an individual (in the same way Barley did).
“The main thing is that we proved it could be done,” Jones says, speaking on behalf of Intellifi and RFIdiom.
The animal shelter set up a website known as Looking for You, in order to draw attention to the campaign and thus enable the public to view information about the efforts, including video footage of individuals with tags walking past the RFID-enabled screens. According to Fishersmith, both the site and the #lookingforyou Twitter feed continue to receive traffic, so the system is still attracting attention—which was her group’s goal from the outset, she says. While her organization did not expect the campaign to directly affect adoption rates at the time, she says it did bring attention to what Battersea Dogs and Cats does. “We believe it has impacted our brand awareness,” Fishersmith states, “and it continues to do so.”