A selection of inspiring JCDecaux campaigns from around the world…
GERMANY
Advertiser: Mercedez-Benz
Concept: Digital, hologram, and special build
Mercedez-Benz, in conjunction with WallDecaux, used a panel in the heart of Berlin to raise awareness about the dangers of drivers’ blind spot and promote the active blind spot assist of the new E-Class. They created a space where an object could ‘appear out of nowhere’ by placing a temporary free standing 6 sheet next to a standard one. In between the 2 sites a hologram of a 3D cyclist was created - a stunning use of technology and out of home that really enhanced the campaign message.
UK
Advertiser: Jaguar
Concept: data-driven #FeelWimbledon campaign
Jaguar’s current #FeelWimbledon campaign is being deployed across JCDecaux’s London Digital Network (LDN), iconic Roadside Large Format sites and Waterloo Station media and will run until mid-July. Commuters in Waterloo will be kept updated on the action from the tournament via displays across the biggest indoor screen in Europe. The campaign will also run on the station’s brand immersion zones, Transvision and D6 screens, banners, as well as floor media, which will direct commuters to a bespoke virtual reality (VR) stand, which places users in the shoes of Jaguar UK brand ambassador, Andy Murray.
#FeelWimbledon is powered by real-time data supplied from IBM and JCDecaux’s SmartCONTENT technology; a dynamic delivery platform which serves the right creative, at the right time, and to the right place. The data used includes live weather forecasts, match countdowns, live scores and fastest serve data.
The creative focus of the campaign centres on paralleling tennis ‘moments’ with similar shots of Jaguar models to promote its brand pillars; one example is a clip of a tennis player diving to bat a ball, sidelined with a moving Jaguar car to promote the Jaguar’s ‘#FeelWimbledon’ creative platform.
PORTUGAL
Advertiser: Estoril Open
Concept: Zone Domination - special builds, sampling, interactive games, showcase, motion sensor, social media
In partnership with the new tennis tournament in Lisbon - the Estoril Open - JCDecaux activated a promotion within the sports grounds during the event. A 6 sheet ‘fruit machine’ was created where the public could win free tennis balls. Elsewhere, tennis fans could take a photo of themselves to appear on a digital screen and also on an iPad that brand ambassadors were holding. The photo was sent to the official Facebook event page, where anyone could share it. In addition to this a special build of a giant tennis ball within a bus shelter was created along with 6 sheet showcases with tennis balls inside. The balls were attached to a transparent wire and linked to a motion senser. Every five minutes they moved up and down mimicking the movements of the passers-by and creating a Mexican wave effect.
HONG KONG
Advertiser: Shiseido
Concept: Shelter wrap and showcase with UV activated dispenser
Leveraging the uniqueness of Bus Shelter Advertising at street level, Shiseido dominated two creative flagship Shelters in Hong Kong with a unique innovation that engaged passers-by. The showcase incorporated hundreds of coupon cards and once the UV index reached a designated level the glass door opened to allow people to take a card and be in with a chance win a sample of Shiseido’s UV protection products.