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Passengers test perfume from billboards while waiting for the tram

Luxury lifestyle brand Rituals gave public transport users and shoppers in Amsterdam, Rotterdam and The Hague the opportunity to experience two of its oriental eau de parfums, Bleu Byzantin and Fleurs de l’Himalaya, when OOH sites were cleverly converted into branded dispenser units.
The campaign, a collaboration between Rituals, Vizeum, Posterscope Netherlands and JCDecaux, was on display until November 21 in Amsterdam (Rokin, Beethovenstraat and Leidsestraat), Rotterdam (Lijnbaan) and The Hague (Grote Marktstraat).
 
Rituals

Public are challenged to push a button located high up for a bar of chocolate

JCDecaux teamed up with Pergale Chocolate, McCann Vilnius and Initiative Open Agency to bring some fun to the streets of Vilnius. The goal was very simple: push the button and get a bar of Pergale chocolate. The catch? The button was located REALLY high!
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Via: Guerilla Blog

Corona’s dynamic DOOH campaign that reflects the city's sunset

To interrupt Londoners’ often monotonous weekday journeys on the Underground, Corona has set out to inspire and enable people to experience more sunsets in the city – launching a dynamic DOOH campaign that counts down to the sunset on summer evenings with the optimum conditions.
The dynamic creative – running on JCDecaux’s LDN and Rail D6 network – changes depending on the time of day and forecast to reflect the sunset across the city, inviting people come aboveground to enjoy the sunset that day.
The Out-of-Home element supports the wider ‘Aboveground’ campaign initiative from Corona, which will see the beer brand host aspirational events across some of the best rooftops and vistas in London, including The Shard  – to enjoy live music and amazing sunsets, with a Corona in hand.
The campaign was planned and booked through Vizeum, Posterscope and Liveposter.

JCDecaux turn screens green for #WorldEnvironmentDay

JCDecaux is showing its support today for World Environment Day by turning some of its iconic digital sites across the UK green.
The initiative, designed to raise awareness of the day, is part of a wider sustainability commitment on behalf of JCDecaux. Spencer Berwin, Co-Chief Executive Officer at JCDecaux UK, told us “JCDecaux was founded with the intention of enhancing the quality of urban life by focusing on services for all citizens.. By turning our screens green this World Environmental Day we hope to raise awareness of the importance of making a commitment to sustainability.”
Seven iconic digital superstructures went green between the hours of midnight and 05:00am, including the Salford Arch and the Trafford Arch in Manchester and the newly launched Edinburgh Arch. Additional locations include the Towers Channel, featuring the Liverpool Towers, the M4 Tower and the Torch.
Led by the United Nations, World Environment Day encourages worldwide awareness and action for the protection of the environment. JCDecaux’s green screens echo the wider awareness-raising initiative to turn global iconic buildings – including the Empire State building – green.
In 2014, JCDecaux renewed its Sustainable Development Strategy – a policy designed to address six key priorities including the reduction of energy consumption, with a focus on furniture electricity efficiency and renewable energy sourcing. On a yearly basis, JCDecaux UK increases the proportion of electricity covered by renewable sources with the ultimate objective of reaching 100% by 2022.
JCDecaux is also committed to helping clients communicate their sustainable development commitments by offering green paper printing solutions and acting as a platform for innovative, environmentally-friendly campaigns. A recent example includes equipping bus shelters with air cleaning units designed to fight pollution in London for The Body Shop.
Via: Daily DOOH
 

JCDecaux launches The Edinburgh Arch

JCDecaux, has today launched a new premium, state-of-the-art digital superstructure, The Edinburgh Arch, with Sainsbury’s, Jaguar, Vodafone and The Walt Disney Company as launch partners.
Situated at the Gogar Roundabout, this large-format roadside location is a unique gateway to the city; positioned in proximity to the RBS Headquarters and the prestigious Edinburgh Business Park, home to blue chip companies including HSBC and J.P. Morgan. The two 41 square metre screens will be unmissable to drivers travelling to and from Edinburgh International Airport, the fastest growing major airport in the UK (Source: Edinburgh Airport Limited 2017).
JCDecaux was awarded the City of Edinburgh contract in 2015 and The Edinburgh Arch is a milestone in the digital regeneration of advertising sites across the city in line with JCDecaux’s ‘Blueprint for the Future’, providing premium Out-of-Home opportunities across roadside, retail, rail and airport environments. It follows the successful installation of synchronised digital bus shelters on Princes Street and the digitisation of key locations including Edinburgh Airport and Edinburgh Waverley; fulfilling JCDecaux’s promise to provide advertisers with premium locations with the best screen quality in a brand safe environment.
With exposure to a city population of nearly half a million, the 2 x 41 square metre HD digital screens that form The Edinburgh Arch will contribute 1.2 million impressions over a one-week period towards JCDecaux’s target of reaching #onebillioneyeballs by the end of 2017.
The Edinburgh Arch, the first ever digital large format for JCDecaux in Edinburgh, follows the successful launch of two digital superstructures in Manchester – The Trafford Arch and The Salford Arch.
Via: JCDecaux 
 

6 Nations viewers found the right pub at the right time with a little help from Guinness

For this year’s RBS 6 Nations, Guinness ran a locally targeted, dynamic Out-of-Home campaign that celebrated the brand’s status as the official beer of the tournament.
Devised by Carat and Posterscope and deployed on JCDecaux’s LDN network, the campaign sought to capture the attention of Guinness fans and direct to them to pubs nearby where they could watch England battle to claim the Grand Slam whilst enjoying a pint of the much loved pub favourite.
The campaign’s dynamic creative element was automatically ad-served as a match approached to provide kick off times and distance to nearby pubs screening the live match (run through Liveposter).  A network of sensors fitted in participating pubs captured footfall data and, based on capacity levels, triggered real-time, tailored creative executions to cleverly drive fans to the best venues to watch the game.
Elliot Duncan, Guinness Marketing Manager Europe, said: “Guinness is a beer Made of More so we wanted an OOH campaign for the RBS 6 Nations that would embody this and provide more relevant content for our fans and pub partners. This campaign gave audiences upcoming match information and also let’s passers-by know where there was an available seat nearby to catch the game accompanied by a pint of the official beer of the tournament.”
Alexandra Porritt, Client Manager at Posterscope said: “This campaign used location-marketing expertise to programmatically ad-serve relevant creative to audiences: using footfall data, location and geo-targeting, and dynamic creative to provide useful information to fans, in an engaging way, at the right time and in the right place.”
Via: JCDecaux 
 

'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
 

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.”

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