The promise of ‘Dove 100’ is simple: to leave no trace, whatever the colour of the clothes worn. The aim of the campaign is to educate consumers about the benefits of this product. To achieve this, the brand developed an innovative activation called ‘100 Colours’ in several shopping centres in South Africa.
The activation took place in high-traffic areas such as the Mall of Africa in Johannesburg and the Gateway in Durban.
The campaign used cutting-edge colour recognition technology, the first time this has been used by a beauty brand in a B2C activation. Interactive digital screens were installed in the shopping centres and were equipped with a camera that automatically identified the most dominant colour of their clothes. Once the colour was detected, the application modified the visual displayed on the screen to reflect their outfit.