A selection of inspiring JCDecaux Innovate campaigns from around the world…
SPAIN
Advertiser: Adolfo Dominguez
Concept: Bespoke special build zone
To celebrate the 20th anniversary of their iconic fragrance "Agua de Rosas", Adolfo Domínguez, in collaboration with JCDecaux & Komodo Comunicación, covered the walls and the ceiling of a Metro station in Madrid with white roses and plants. Each flower was unique, representing every mother. Members of the public were encouraged to pick one flower and were given a greeting card signed by Adolfo Domínguez. Mother's Day took place on May 3rd in Spain.
GERMANY
Advertiser: Adidas
Concept: Interactive special lighting
Commuters were put in control of the advertising creative for the “Adidas Superstar” sneaker in a bus shelter in Berlin during the month of April. By connecting with the "Supercolor" wifi net they could use their smartphone or tablet to customise the sneaker from an interactive LED colour wheel.
USA
Advertiser: Fort Lauderdale Tourism
Concept: Wrap, experiential, interactive, social media
Fort Lauderdale Tourism brought the sun to Chicago and Boston recently with its “Hello Sunny” campaign. A beach experience was created on fully wrapped bus shelters with striped canopies, customized benches and heaters. Passers-by could take a selfie and use #HelloSunny to enter a competition to win a holiday in Fort Lauderdale. A street team of swimsuit-clad Fort Lauderdale brand ambassadors handed sunglasses and ice scrapers near a downtown Chicago bus shelter while a live feed of a Fort Lauderdale beach played on a 55-inch screen within the shelter. At specified times throughout the campaign, a 2 way link enabled commuters waiting for the bus in Chicago to chat directly with sunbathers on the beach in Fort Lauderdale.
BELGIUM
Advertiser: Ferrero, Nutella
Concept: Wrap, experiential
Ferrero teamed-up with JCDecaux Belgium to offer Brussels a great experience linking Nutella with the tradition of pancakes. The prestigious Place Louise bus shelter was turned into a Nutella Brandzone on a Saturday afternoon; Nutella installed a “pop-up stand” giving away free samples for people to savour delicious Nutella pancakes.