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'Tap to be a life saver' with Surf Life Saving Australia

Surf Life Saving Australia (SLSA) has launched the latest installment of its “Be a Lifesaver” campaign with an Out-of-Home execution by JCDecaux, using ‘Tap and Go’ technology, that asks passers-by to ‘play’ a part in saving lives and make a donation.
SLSA and JCDecaux have partnered to deliver this ‘playful’ take on a serious issue via an interactive execution that aims to raise awareness, as well as much needed funds, for the iconic Aussie charity.
The custom-built, arcade-style game Innovate digital touchscreen panels, located at Campbell Parade, Bondi Beach, aims to attract beach-goers to the cause with a ‘Whack-a-mole’ inspired game. Lights and music are used to engage passers-by, who are encouraged to donate $1.99 using Tap and Go technology.
The panel features eight  ‘hands-up’ icons that also appear in swim safety signage and the SLSA’s “Be a Lifesaver” campaign. The aim of the game is to ‘save’ as many swimmers as possible in 30 seconds by tapping the waving figure icon as it lights up and beat the highest score. After engaging with the game, users are prompted to donate on the spot.
Typically a game of skill that rewards the player with tickets or tokens for achieving a high score, SLSA’s Innovate panel reward participants with the knowledge that they have ‘played’ a part in saving a life by making a donation.
“Rewarding audience engagement with real value is essential to any successful interactive outdoor campaign. Combining gaming with Tap and Go donation technology is a win-win scenario,” said Alan Klein, Head of Creative Solutions, JCDecaux. “We’re proud to provide an easy and rewarding way for people to donate today to Surf Life Saving Australia.”
Surf Life Saving Australia CEO Melissa King said: “This special build outdoor campaign provides an engaging experience for the community and not only helps raise awareness but also much needed funds.
“Support from JCDecaux in trialing this new technology for our campaign has been amazing and we hope the community will jump on board,play and donate. This is the third year JCDecaux has provided pro bono support for our national ‘Be A Life Saver’ campaign.”
 

Via: JCDecaux Australia
 

Heathrow's business lounge iVisions are live

The roll out of Heathrow’s latest digital network, the Business Lounge iVisions, began at the start of the year with the installation of the first 3 high definition screens. Located directly outside the entrance points to the North and South British Airways Lounges in the prestigious Terminal 5, the 80 inch iVisions are unmissable to the elite Business, Club and First Class passengers.
Luxury retailers Gucci and Oakley made fitting launch partners for the new premium network, as they aim to reach the most affluent of passengers passing through the airport to encourage extravagant purchases and high level spending.
This premium network will roll out across a further 9 business lounges over the coming weeks, and once complete will provide advertisers access to an exclusive audience of affluent leisure travellers and influential business leaders, equating to around 3.2 million passengers per annum. 
Via: JCDecaux

Maltesers unveils Braille billboard in next phase of disability campaign

Maltesers has launched a billboard in London written entirely in Braille as it continues its efforts to better represent disability in advertising.
The poster comes after the Mars brand released three TV ads featuring disabled actors during the Rio Paralympics in September.
The new ad is made of Braille, the tactile writing system used by visually-impaired people, with the dots formed of model-made Maltesers. The poster marking World Braille Day will be accessible for everyone through a combination of audio description and a translation on Maltesers UK’s Facebook page.
The Braille translation reads: “Caught a fast bus once – turns out it was a fire engine.”
The JCDecaux billboard will run in Farringdon from today until 15 January.
Like the previous TV ads, the poster is part of Maltesers’  “Look on the light side” campaign, which launched in summer 2015. It was inspired by a true story from a focus group led by Maltesers and disability charity Scope.
The ad was created by Lucy Jones and Charlotte Mather at Abbott Mead Vickers BBDO. MediaCom is the media agency.
Michele Oliver, the vice-president of marketing at Mars Chocolate UK, said: “As one of the UK’s biggest advertisers, we have a responsibility and a role to play in championing greater inclusivity in our advertising and communications.
“Maltesers is the brand that looks on the light side of life and this scenario is just one example of the real-life, everyday experiences of people affected by sight loss; and in this case from Michelle in Glasgow. This small-scale activation is a natural next step in our ambition to get closer to our consumers, by normalising disability in advertising and communications, and using humour to challenge preconceptions.”
Via: Campaignlive

‘Wait with a Mate’ by The Lost Dog's Home

GPY&R Melbourne and JCDecaux have developed a new interactive billboard for The Lost Dogs’ Home that allows commuters waiting for a train to ‘play fetch’ with an energetic virtual pooch.
The ‘Wait with a Mate’ campaign is a fully immersive experience that tracks throwing motions via an in-built sensor and accordingly triggers a digital ball’s throw. Once the dog has retrieved it, a real ball with adoption information gets dispensed at participants’ feet.
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Via: Youtube

LDN hits 100m impressions!

JCDecaux has deployed the 500th digital screen as it continues the rollout of its flagship London Digital Network (LDN).
JCDecaux’s LDN portfolio now reaches 70% of Greater London and delivers more than 100 million impressions and is set to grow to more than 200 million from 1,000 screens when the project is completed in Q1 2017.
Having announced an extensive digitisation programme across its entire portfolio of Large Format, Retail, Rail, Airport & Cities at this year’s industry Upfronts, the company expects its total digital network to be delivering one billion impressions by the end of 2017.
The 500th screen, installed this week on City Road in Islington, marks a core milestone in JCDecaux’s plan to build the world’s most technically advanced and impactful digital outdoor network in the world. The 500 digital 6-sheet screens are strategically placed in London’s busy hotspots including King’s Road, Knightsbridge, Hyde Park Corner, High Street Kensington, Park Lane and the jewel in the crown, Oxford Street.
Its flagship digital LDN network, part of the Cities portfolio, comprises a core part of the company’s #onebillioneyeballs digital transformation project and will deliver approximately one fifth of the company’s overall digital eyeballs.
JCDecaux’s digital portfolio network, fuelled by data, allows brands to utilise its media planning and buying tool SmartBRICS as well as its SmartCONTENT platform, which allows advertisers to serve the right creative, at the right time, to the right place.
Spencer Berwin, Co-Chief Executive Officer at JCDecaux UK, said: “London is JCDecaux’s global showcase for digital Out-of-Home, and LDN is an integral part of that story. Having the premium locations and the most developed digital network has put us ahead of the pack with an impressive share of the market. Reaching 100 million eyeballs is an important milestone in our flagship LDN project; a core part of a wider digital transformation that will establish us as a top tier digital media owner in our own right.”

JCDecaux features Monkey Mischief story on its D6 network

Twenty-two episode children’s story written by Elyssa Campbell-Barr with illustration by Alison Edgson
JCDecaux today begins its second annual festive ‘November Narrative’ by transforming digital screens across its UK-wide network into a captivating illustrated story with Monkey Mischief. Illustrated by Alison Edgson and written by award winning editor and writer, Elyssa Campbell-Barr, JCDecaux’s content division is running the 22-episode narrative playing out day by day across JCDecaux’s entire D6 network including Rail and Mall as well as its London Digital Network until the 11th December.
Set on a frosty Christmas Eve, the story follows the adventures of two children, Ben and Emma, who, whilst waiting at a bus stop on Oxford Street, end up pursuing a cheeky monkey across a host of magical landscapes after he steals Ben’s hat through an enchanted poster screen. A new episode will be shown every weekday, with a reprise every weekend, culminating in the final two instalments on Saturday 10th and Sunday 11th December.
With the hashtag #monkeymischief, Christmas shoppers can tweet about Ben and Emma’s journey across tropical islands, cityscapes and a helter-skelter in the clouds as they befriend a polar bear and eventually make amends with the playful primate. This is the second year JCDecaux’s content division has run the November Narrative, following 2015’s Arni’s Epic Adventures, the story of a baby Norwegian Pine Gros bird who is swept away when his tree is felled.
Janet Guest, Editorial Director of JCDecaux’s content division, said: “We really wanted to build on the success last year of Arni’s Epic Adventures by using our Out-of-Home network to showcase the interactive digital capabilities of JCDecaux’s network that has been such a prominent part of our growth this year. Elyssa’s magical festive tale works excellently with Alison’s beautiful illustrations to really capture the imagination of the public. We hand-picked our locations to maximise on impact and get commuters and Christmas shoppers alike into the festive spirit.”
Alison Edgson, illustrator, said: “This was a dream project for me as I was able to take my own established style of children’s illustration, which I’m used to seeing reproduced in printed book form, and think about how it would work when displayed digitally, on large screens that could be viewed from close up but also from quite a distance. There was lots of action and excitement to depict as the story unfolded and I focused on trying to bring out the atmosphere and maximise the impact of each scene with subtle use of colour, tone and perspective. It’s a first for me – can’t wait to see how it looks on those familiar screens now!”

JCDecaux – Doubling the digital eyeballs #onebillioneyeballs

JCDecaux has announced plans to double its current digital impressions by hitting a milestone of one billion by the end of 2017. JCDecaux, already the market leader in digital OOH with a 54% share of impressions, is undergoing a transformation with an extensive investment in digitising its infrastructure as part of its vision to be recognised as a leading digital media owner.
Doubling the digital eyeballs #onebillioneyeballs
JCDecaux continues its commitment to invest in its digital infrastructure, to double its current digital impressions and reach one billion eyeballs by the end of 2017.
The OOH media owner’s weekly digital reach is currently 30% and through national digitisation plans forecasts to hit 50% weekly reach by the end of 2017. Compared to the leading commercial TV stations JCDecaux would have the fourth highest reach. ITV has the highest reach (59.2%), followed by Channel 4 (54.5%) and Channel 5 (44.1%).
The company is investing in all its environments including Large Format, Retail, Rail, Cities and Airport in order to achieve its goal.
Data partnerships
JCDecaux also announced the partnership with O2 owner Telefonica and the integration of audience behaviour data from 20 million users at 125 geo-fenced locations.
By adding this rich behavioural data source to its existing portfolio of demographic data from Route, CACI spend data and YouGov lifestyle data amongst other specialist data sets, JCDecaux will enable brands and media agencies to optimise campaigns according to audience and reach via its Supply Side Platform and audience planning tool SmartBRICS.
Spencer Berwin, Co-Chief Executive Officer at JCDecaux UK, said: “This is a significant step in the evolution of our business. To double the digital impressions in one year and increase our weekly reach to match that of leading TV channels is an ambitious investment plan. However, it is also our investment in new data platforms and software systems, coupled with the new skill sets we have brought into the company that we believe will revolutionise our medium.  We want to be recognised as a leading digital media business in a world where mobile, digital and Out-of-Home continue to blur.”

JCDecaux launch new screens at London Bridge

With footfall of 1.3 million every week (Route), London Bridge is the fourth busiest station in the UK. To accommodate ever-growing passenger numbers, Network Rail is working to build a bigger and better station for passengers.  A concourse larger than the pitch at Wembley Stadium, new retail outlets and improved station facilities will increase passenger capacity by 66% (Network Rail).
As part of the exciting developments, JCDecaux has installed three full-motion, high impact digital screens, strategically positioned on the brand new concourse. In close proximity to retailers such as T.M.Lewin, the landscape screens provide the opportunity to target affluent audiences travelling into the City of London and beyond. The investment at the station also allows for more services every day – up to 18 trains an hour – offering better connections than ever before at this key commuter hub.
Irvine Sellar, Developer & Co-Owner of The Shard & London Bridge Quarter said: “We are delighted with progress of the transformation of London Bridge station. On completion it will mean our investment in this part of London will total in excess of £2bn and help breathe new life into the area.”

JCDecaux launch new Transvision at Blackfriars

JCDecaux has announced the latest addition to its digital rail portfolio with the launch of a new Transvision screen at London Blackfriars station, strengthening JCDecaux’s Transvision network to 26 screens across 19 stations nationwide.
JCDecaux’s Transvision screens are full-motion digital screens strategically placed within high dwell-time areas of rail stations, such as gate lines and departure boards, to maximise engagement with passengers.
The latest installation at London Blackfriars forms part of JCDecaux’s wider objective to install flagship digital screens in the UK’s busiest rail stations, and will provide advertisers with a premium platform to target city workers and tourists alike.
As the only London station to span North and South of the River Thames, London Blackfriars welcomes a weekly footfall of 354,000 (Route), and neighbours the Tate Modern gallery – the UK’s fourth most visited tourist attraction, with 5.8 million visitors a year (AVLA). The station sits at the heart of the European financial hub, with workers across the City of London earning 75% more than the average UK adult (ONS).
Spencer Berwin, Co-Chief Executive Officer at JCDecaux UK, said: “The new Transvision screen at London Blackfriars is another high-impact addition to our exclusive digital rail portfolio, enriching the travel experience for passengers while also presenting a full-motion creative opportunity for brands to engage with a captive and affluent audience.”
David Walker, Head of Revenue Development at Govia Thameslink Railway, said: “As one of Europe’s busiest stretches of railway running north-south through central London, London Blackfriars is at the heart of our major Thameslink redevelopment programme and the new Transvision screen in partnership with JCDecaux is the latest investment to further enhance the passenger experience.”

Wandsworth Roundabout is Live

JCDecaux has announced the launch of four new large format digital screens on its high-impact Wandsworth Roundabout location. The launch follows iconic locations such as Old Street roundabout EC1, Cromwell Road and Waterloo Station as the company builds out its large format digital presence in London.
Wandsworth Roundabout’s iconic structure targets multiple flows of traffic as they head in and out of London from the affluent South-West. The four digital screens deliver over 200 square metres of digital space, with the screens increasing in size by over 40%.
The superstructure is visible to over half a million vehicles which pass through one of the busiest junctions in London every week, and is estimated to generate 2.6 million impressions every two weeks (Source: Department for Transport).
JCDecaux’s rich Smartdata programme shows that Wandsworth Roundabout site has a strong profile against the ‘frequent flier’ audience – people defined as taking an average of more than four holidays every year. This has made the flagship site a particularly popular location with travel brands, with American Airlines confirmed as one of the launch advertisers. Other launch partners include Mini, Jaguar, 3 Mobile and Samsung.
Spencer Berwin, Co-Chief Executive Officer at JCDecaux, said: “Situated on one of Britain’s busiest junctions, with inbound traffic heading towards Kensington & Chelsea and outbound traffic towards the affluent South-West, Wandsworth Roundabout is one of the UK’s most striking and attractive advertising sites. With our high-resolution, high-impact digital screens in Old Street and Wandsworth, we have now digitised London’s two flagship locations in the East and West, and continue our vision to develop the world’s most advanced Out-of-Home digital media network in London.”
Graeme Craig, TfL Director of Commercial Development, said: “JCDecaux’s new digital screens at Wandsworth Roundabout provides tailored, dynamic advertising and is part of our wider commercial approach to generate £3.4bn in non-fare revenue over ten years, which will be reinvested in the transport network.”