A selection of inspiring JCDecaux Innovate campaigns from around the world…
THE NETHERLANDS
Advertiser: M&Ms
Concept: Special Builds
With a cheeky wink to show just how huge Mega M&M's are (up to three times larger than the original chocolates), 19 JCDecaux 6 sheets in The Netherlands were almost bursting at the seams with these tasty special builds.
The specials were the result of collaboration between Mars Netherlands, FHV BBDO, Kinetic / MediaCom and JCDecaux.
SPAIN
Advertiser: Rodilla
Concept: Interactive Digital Screens
JCDecaux Spain, Samsung and Rodilla restaurants collaborated to create an interactive Out of Home campaign in central Madrid using a 55” digital touchscreen within a 6 sheet. Users had to select menu items and build a meal in one minute or less. If they were successful, they could take a photo of their winning code on their phone and go to the nearest Rodilla to receive a free meal.
It was also possible to download, navigate and explore Rodilla’s app on the touchscreen.
USA
Advertiser: Coca-Cola
Concept: Facial Recognition / Dispenser
Coca-Cola gave Chicagoans a reason to smile with its street furniture campaign by dispensing cans of Coke activated by facial recognition. Each day, participants faced touchscreens in order to share a smile which was registered by the facial recognition software, signalling the dispensing of an ice-cold can of Coke. Starting on hour before the event, the transit shelters displayed a countdown, increasing anticipation for the upcoming “happy hour” to receive a free can of Coke. During non-dispensing hours, Chicagoans could use the touch screens to select their favourite among three Coke products (Coke, Diet Coke or Coke Zero) and input the name they wanted to appear on the label. The consumer could pose for selfies with their personalized bottles and then send “Share a Coke” emails to their loved ones.
SLOVENIA
Advertiser: Skoda
Concept: Esperiential
For the launch of the new Skoda Superb JCDecaux created an unforgettable experience of a top quality vehicle. Passers-by were able to take a seat in front of an interactive talking 6 sheet and choose the colour and features of their dream car, which were then brought to life around them in an unexpected way! The experience was finished with an exclusive test drive where they could learn more about the new model.
SHANGHAI
Advertiser: Taobao
Concept: Showcase Gallery
To celebrate its 12th Anniversary, Taobao dominated the interchange passageway of Xujiahui Station to create an imaginative art gallery campaign. The theme was “Living for creative”, 8 attention-grabbing color themed showcases were released during the first week of the campaign as a teaser, asking questions such as “except being panda’s food, what else can bamboo be used for?” and “can light be more poetic?”.
The reveal was a fascinating art exhibition using the 8 showcase panels to display original concepts made from materials purchased from Taobao’s online shop. The art gallery campaign created a communication platform that perfectly integrated brand and art and left a memorable impression on Shanghai commuters.
