From the 1st of September 2018 Digital screens at Brussels Airport will broadcast messages to expats arriving in Belgium.
Posterscope Belgium, BNP Paribas Fortis and Havas Media have developed, for the first time in Belgium, a campaign using JCDecaux’s VIOOH Content platform (formerly Smart Content). The campaign creative has been translated into 15 languages (which includes English, Spanish, Chinese, Greek and Hindi) and targets expatriates arriving into Belgium from several hundred flights from 35 countries.
Traffic information at the airport is delivered in real time between the Airports’ digital platform and the VIOOH Content platform. The creative spot is then automatically broadcast in the language corresponding to the country of origin on the screens located on the travelers’ way. Communication of the message in this way enables the campaign to maximise the potential for both the message to be remembered (+53%) and the brand to be considered (+10%) by the audience *.
At the campaign launch, Sophie Margetis, director of the Airports unit of JCDecaux in Belgium declares: “The contextualization of digital signage is a new revolution for our media and we are very happy to have been able to count on the Brussels Airport collaboration to allow an advertiser like BNP Paribas Fortis to benefit from the advantages of this approach. For example, the campaign will be shown in Chinese in front of the landing gate of a plane arriving from Shanghai and in Polish for travelers arriving from Warsaw”.
Asked about the choice of contextualisation, BNP Paribas Fortis Head of Brand Communication and Quality at BNP Paribas Fortis says: “BNP Paribas Fortis is the bank of a changing world. One of the biggest challenges for the future is to combine information and technology for the benefit of customers. Through this campaign, we demonstrate that it is possible, giving passengers who arrive, sometimes very far from their country of origin, the feeling that they can also ‘go home’ in the capital of Europe. We hope to pleasantly surprise the community of expats in an original way for a whole month”.
Hugues Rey, Havas Media Chief Executive Officer: “This device is fully in line with our 3A strategy: better definition of Audience (granularity), better Media Addressability (individual) and Advertainment (more engaging use of channels). We will continue this type of approach in the future”.
The campaign runs until the end of September 2018.
(*) Source: The Dynamic Difference 2016 Liveposter Virtuocity
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