A selection of inspiring JCDecaux Innovate campaigns from around the world…
AUSTRALIA
Advertiser:Inside Heston’s World, SBS
Concept: Augmented Reality – Virtual Reality Tour
To promote the launch of Heston Blumenthal’s new show, Inside Heston’s World, SBS, an Australian television network, along with ZenithOptimedia and JCDecaux, produced an innovative campaign in one of Melbourne’s busiest stations. The public could take an interactive 360-degree reality tour of The Fat Duck restaurant, led by Blumenthal himself. Commuters had the choice of using the interactive touchscreen panel to have a tour of the restaurant, or to use the virtual reality headsets, which optimised the experience. By using advanced technology to show 360 degree content of the restaurant, this campaign turned a traditional medium into a non-traditional experience and resulted in a successful rate of interactions within the short campaign period.
THE NETHERLANDS
Advertiser: Philips
Concept: Experiential, Special Build, Wrap
The 20th March was World Oral Health Day. For the week running up to it, four bus shelters in Amsterdam were re-branded for the famous dental brand, Philips. The bus shelters were fully wrapped with tile-patterned stickers to make them look like bathrooms. On top of them was a special build banner with the slogan, ‘Get your #HealthySmile here’, which advertised the hashtag to promote the campaign online. Inside, there was a pop-up bathroom with a special build basin and mirror, and brand ambassadors giving advice to the public about the importance of good oral hygiene. By taking a selfie next to the bathroom, and posting it online with the hashtag, the public were in with a chance of winning a free Sonicare toothbrush. During the week, the public had the opportunity to try the toothbrushes, and when they turned them on, the floor of the bus shelter started vibrating.
SWEDEN, DENMARK, THE NETHERLANDS & AUSTRALIA
Advertiser: Warner Bros. - Batman vs Superman: Dawn of Justice
Concept: Shelter Wraps, Interactive Digital Screens, Special Builds
In the run up to the highly anticipated release or Batman Vs Superman, JCDecaux Sweden, AFA JCDecaux, JCDecaux Netherlands, JCDecaux Australia and Grand Visual, teamed up to produce a highly creative and interactive OOH campaign. The specials ran in Stockholm, Sweden; Copenhagen, Denmark; Amsterdam, the Netherlands; and Sydney and Brisbane, Australia. In Denmark, the bus shelter was fully wrapped, and had two 3D special builds on top of it in the shape of Batman and Superman. In all four countries they had a digital touchscreen panel and when the public stood in front of it, they could select whether they wanted to view themselves as Batman or Superman. A picture was taken which they were able to print it from the panel, as well as share it on social media.
This campaign was a huge success, shown by nearly 9000 total interactions globally, and nearly two thirds of these were in Australia.
HONG KONG
Advertiser: Reebok
Concept: Interactive Digital Screen
Reebok recently launched an interactive Rhythm Challenge to roll out its ZPump Fusion 2.0 at MTR Tsim Sha Tsui Station in Hong Kong. The game invited passengers to play rhythms by pumping a button on the panel each time it lit up. Everyone that took part was rewarded with a discount coupon, while players rating 80% or over received a ZPump Fusion iPhone case.
The digital interaction was supported with an eye-catching visual of the Reebok ZPump Fusion 2.0 shoes with moving lighting that mimicked the air flow through product. The strong visual impact of this captured the attention of passers-by and resulted in a fully engaging customer experience.
HUNGARY
Advertiser: Ikea
Concept: Green Bus Shelter
To raise public awareness of recycling, IKEA teamed up with JCDecaux Hungary to install mini greenhouses with plants and recycle bins at a bus shelter in Budapest.