Campaigns of the Year

Transcription

1 JCDecaux Creative s Campaigns of the Year About JCDecaux Creative s JCDecaux Creative s pushes the boundaries all Out-of-Home environments, including Roadside, and challenge the conventions of Out-of-Home Transport, Airport, and Retail. advertising, transforming innovative concepts into on-street reality. With dedicated teams around the world, Creative s creates unique opportunities for brands to From special builds to harnessing the latest grab attention, build a dialogue and add excitement to technologies such as virtual reality and dynamic the daily life of city dwellers. content, Creative s optimises campaigns across

2 Vienna Austria 10th December th January Transport Special build, donation slot, showcase Advertiser: Caritas OOH piggy bank panel collects donations for Caritas Three free-standing panels with built-in transparent The eye-catching thermometer on the creative of the money banks in the form of a thermometer encouraged campaign caught the public s attention. The clear call- the public to make cash donations to Caritas. The to-action Donate encouraged donations. The more donations went towards helping the homeless in money was added, the higher the tempertaure of the Vienna in the middle of winter. thermometer appeared to be. The transparent money bank allowed passers-by to see how much was already raised and encouraged them to donate more.

3 Stockholm Sweden 25th 26th February Speed camera, showcase, free prize Advertiser: Reebok Reebok speed cam unlocks free trainers for the fastest runners A free-standing panel with a showcase containing This eye-catching panel and the unusual call-to-action Reebok s ZPump 2.0 trainers was placed in the middle attracted the public towards the panel. The passers- of a pedestrian shopping area. A call-to-action invited by found the challenge exciting, and the prospect people to race past the panel. The panel detected of winning free Reebok trainers encouraged lots of their speed through a built-in speed camera. If they participation. 250 pairs of trainers were won in total. reached 17km per hour, the showcase opened letting This campaign proved to be popular, shown through the winner take a free pair of ZPump 2.0 trainers home the video of this campaign going viral, with 275,000 with them. views on YouTube and 30,000 shares on social media channels.

4 Bogotá Colombia 2nd 8th March Scent diffuser Advertiser: Cheetos Enjoy a delicious Cheetos popcorn smell whilst waiting for your bus Ten bus shelters across the city diffused the delicious Passers-by could smell the popcorn from a distance. smell of Cheetos new popcorn flavours. The fragrance Both children and adults were curious about where the diffuser released the scent automatically at equal smell was coming from, and were following it towards intervals, enough to smell it whilst in the vicinity of the the bus shelter. The delicious smells encouraged bus shelter. crowds to form around the shelter, effectively spreading the message about the new Cheetos popcorn snack.

5 Vilnius Lithuania 29th March 19th April Digital contextual messaging, special build, social media competition Advertiser: Aviva Touch the bike handles to see a contextualised message on the screen A network of Aviva branded furniture included 2 digital The bright and unusual customisation with bike handles bus shelters customised with mirrors and full-sized caught the eye of pedestrians. People were intrigued to touch-sensitive bike handles. Touching the bike handles see what message would be displayed for them which prompted a funny contextual message to appear on the attracted more people to the panel. There were over digital screen in front. A call-to-action invited people to 1200 interactions, over 1000 bike hires on the first day share photos online to win a year s cycling membership. of the campaign alone, and 10 memberships were won in total during the campaign. As a result, the campaign achieved a record 7% increases in Facebook likes.

6 Vienna Austria 10th December th January Special build, donation slot, showcase Advertiser: Mercedes-Benz A hidden Mercedes cyclist hologram promotes Active Blind Spot Assist technology Mercedes used a simple technology consisting of a The eye-catching effect of the hologram was transparent plastic pyramid and a projected video. The unmissable and the amazed passers-by did double construction was placed between 2 outdoor panels and takes. They were drawn to the panel that highlighted the image of a cyclist was projected through the narrow the dangers of the driver s blind spot. Thus, Mercedes end of the plastic pyramid. The result was a full colour, effectively promoted the new Active Blind Spot Assist moving 3D hologram of a cyclist. feature of it s latest E-Class model.

7 Hong Kong 13th May 23rd June UV sensor, showcase, QR, vouchers, wrap Advertiser: Shiseido A UV sensitive bus shelter distributes sun block coupons JCDecaux equipped 2 bus shelters with UV sensors. The bright colours of the bus shelter and the attractive The bus shelters featured a showcase of Shiseido sun showcase drew people in. The anticipation of the block, special build roofs, full vinyl wraps and screens panel opening at any minute created excitement. The displaying the temperature and UV levels outside. showcase and the QR codes directed to additional When UV levels reached a certain index, the showcase information about the brand for the commuters who door opened, allowing anyone to take a Shiseido were waiting for the panel to open. discount coupon. Scanning the QR codes and looking at the coupons took people to more information about the sun care range.

8 London Waterloo Station UK 11th 24th July Transport Domination, dynamic social media content, experiential, special build, wraps/ stickers, digital Advertiser: Sony Pictures Ghostbusters Step into #Ghostbusterswaterloo The Ghostbusters film release launched a full The full domination OOH campaign was a huge domination campaign that transformed Waterloo success. It grabbed the public s attention by breaking station overnight. Features included stickers, the otherwise repeated journeys of commuters and Dynamic Snapchat content on the giant digital screen, immersed them into the story. Impressive features special build dripping goo and even a giant Stay like the giant Stay Puft Marshmallow Man delighted Puft Marshmallow man crashing through the floor. commuters and the multi-faceted nature of the event Retail units sold merchandise, film tickets and brand built anticipation and excitement. The campaign ambassadors handed out Ghostbusters business received over 7,000 mentions on social media in the cards. By calling the number, you got through to the first 2 days including 5,560 tweets with the dedicated Ghostbusters voic . hashtag #ghostbusterswaterloo (the top used tag for the campaign). In addition, the Ghostbusters hotline got a phenomenal 362,882 calls.

9 Hong Kong 12th August 1st September Showcase, special build claw-machine game, free prize, mobile, social media Advertiser: HK Express Airways Play the claw-machine game to win flights This awareness campaign was designed to promote The unusual display caught attention of pedestrians. the new route from Hong Kong to Takamatsu, Japan. It People became intrigued seeing other players take part featured a customised bus shelter with a claw-machine and win. The engaging call-to-action and the prospect game and a showcase containing capsules. Participants of winning encouraged participation and increased the activated the game by liking the HK Express Airways brand s exposure on social media. Facebook page. The capsules inside the game contained prizes ranging from coupons to free return flights to Takamtsu.

10 London Heathrow Airport, T5 UK 1st 30th September Airport Experiential, virtual reality, sampling, digital Advertiser: Bombay Sapphire Experience a virtual tour of the Bombay Sapphire distillery A digital screen invited passengers to the experiential Bombay Sapphire created a real and consistent brand area with a showcase of Bombay Sapphire gin and a bar experience for the premium airport audience. The offering cocktails. Fans and discoverers of the brand campaign made the most of the passenger airport could take a Bombay Virtual Reality tour of the distillery dwell time and the proximity placement. Bombay with the Oculus Rift goggles and learn more about the offered a relaxing atmosphere to sample their products brand s heritage. and discover the brand in an entertaining way that increased brand recall. The result was a 66% sales uplift for the brand.

11 Vienna Austria 3rd 23rd October & Transport Experiential, domination, wrap, dispenser, sound Advertiser: Austrian Airlines It s a #MyAustrianMoment experience Austria Airlines experiential bus shelter campaign Austrian Airlines succeeded in breaking the public s featured full wraps, stickers and special build roofs. A repetitive commuter journey and providing a pleasant sweets dispenser displayed the number of interactions experience. Passers-by were engaged and stopped and brand ambassadors distributed gifts. Passers-by especially to join in with the activities. The brand posted photos with the hashtag #MyAustrianMoment displayed their key attribute which is personal care for for a chance to win free flights. The metro domination their customer, reinforcing their positive brand image. campaign also featured special builds and branded loudspeaker announcements.

12 Stockholm Sweden Advertiser: Goretex 31 st October 6 th November A digital OOH campaign offered Dynamic contextual content by a simple integration of a weather data feed. The creative changed to match the weather outside. Therefore when it rained, the ad displayed a raincoat, and when it snowed, it displayed a winter coat. Data-led ad that responds to weather Dynamic contextual content, digital The simple integration of a data feed by JCDecaux Dynamic into a standard digital network, made the campaign more relevant and relateable. Weather data was a perfect fit for the outdoorsy brand, Goretex. The campaign was eye-catching because it was timely, it demonstrated the brand s understanding of their audiences needs, and it reinforced a strong brand identity.

13 Melbourne Australia 12th 18th December Transport AI gesture recognition, digital, experiential, digital Advertiser: Lost Dogs Home Play fetch with an AI dog At the eye-catching experiential space there were dogs The campaign was personalised through AI gesture from the shelter and brand ambassadors answering recognition. It read the unique movements of the questions about adopting a dog. A free standing digital person to make the ball fly off accordingly. Passers-by panel, equipped with AI gesture recognition invited were surprised and delighted to have a real ball roll out passers-by to throw a ball to the Labrador on the from below the panel. screen. When they did, the dog on the screen ran to fetch it. When it brought back the ball and dropped it, The campaign reflected its brand identity and a real ball rolled out from below the panel with printed effectively communicated its message through this information about the shelter. novel experience of playing with an AI dog. In addition to the hundreds of interaction, the event generated a considerable online and TV coverage, further increasing awareness.

14 JCDecaux Creative s Campaigns of the Year Contact oneworld@jcdecaux.com Find out more about JCDecaux OneWorld Connect with us!