AI Anxiety Meter

Marketing Director: Marija Jakeljic (Croatia osiguranje) Head of Marketing Communications: Zrinka Jugec (Croatia osiguranje) Marketing Communications Expert: Mirela Jaksic (Croatia osiguranje) Copywriter: Ivan Golubic (Bruketa&Zinic&Grey) Creative Director: Davor Bruketa (Bruketa&Zinic&Grey) Account Director: Roberta Kranjec (Bruketa&Zinic&Grey) Account Executive: Karla katanec (Bruketa&Zinic&Grey) Art Director: Ivana Momcilovic (Bruketa&Zinic&Grey) Designer: Toni Bursic (Bruketa&Zinic&Grey) Video Production Manager: Anja Pecovnik (Bruketa&Zinic&Grey) Videoanimator: Tvrtko karacic (Bruketa&Zinic&Grey) Marketing Director: Dean Udatny (Go2Digital) Director R&D: Hrvoje Bandov (Go2Digital) Art Director: Dario Belic (Go2Digital) Media Director: Ana Simic (Millenium promocija)

First DOOH campaign that accurately measures anxiety, the hardest emotional state to detect. We managed it by pairing machine vision technology with powerful cameras in digital-out-of-home screens. AI Anxiety Meter campaign aimed to highlight dangers of emotional stress and consequences of not taking care of mental health. Real-time data processing allowed us to identify users with high-anxiety and offer free preventive check-ups to those who needed it most. 1/3 of all passers-by interacted with the ad with average dwell time 18.8” (817% above average DOOH), 8% of urban population tested leading to 24% intend to purchase and 21.8% sales increase. Past 3 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 some of the most gruesome wars in recent history. All this resulted in an alarming rise in mental health issues. In the first year of the pandemic, global prevalence of anxiety increased by 25%, according to WHO. Research on mental health in Croatia during the pandemic and after the earthquake shows that the population has become more anxious, than before these events, and worse off than other Europeans. 50% of Croatian population had noticeable levels of anxiety, yet the topic is mostly ignored. That's why Croatia Insurance, emphasized the importance mental health, offering free preventive check-ups and encouraging users to take care of their health by contracting Health Insurance. 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 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. 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. With this, the AI Anxiety meter could precisely define the anxiety level of the person in front of the screen. 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. We showed that an encounter with an ad could help you live a healthier life. The first ever DOOH campaign that focuses on accurately measuring anxiety in users We developed a system that could identify anxiety and measure it accurately in live video, becoming the first brand in the world to run a real-time programmatic campaign based on anxiety. Our campaign rolled out in three stages: First, we 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, our 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, we expanded the reach of the DOOH campaign to cover the three largest cities in Croatia. 8% OF CROATIAN URBAN POPULATION TESTED THEIR ANXIETY 21.83% MORE HEALTH INSURANCE POLICIES SOLD 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%. Most importantly, intent to purchase Croatia Insurance services increased by 24% and the sales of health insurance policies in the activation period increased by 21.83% while 31,22% more physical and mental health preventive check-ups were performed in the Croatia Insurance’s top clinics. The AI Anxiety Meter will continue to live in the Croatia Insurance mobile app – freely available to everyone who needs it.