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A C C OUN TA B IL I T Y IN INNO VAT E
International case Book
Page
Contents
01
JCDecaux Innovate
Innovate Products
02 - 04
Case Studies
Flatscreen Technology:
American ExpressAmerican Express
Buena Vista Intl.
NokiaNokia N95
Sony Ericsson
Interactive Touch:
Fox FilmsAlien vs. Predator
09
EmiratesEmirates
10
FoxtelTelstra
11
Goal!
W800i
05
06
07
08
Volvo
Volvo C30
12
Fox Films
X-Men
13
Mobile Interactivity:
Coca-ColaCoca-Cola with Lime
14
L'OréalLancôme Hypnose
15
Channel 4
More4
16
Motorola
Motorola SLVR
17
NokiaNokia 6680 / i6230
18
O2O2
19
UnileverLynx
20
Sampling & Dispensing:
Direkt
Direkt
O2O2
Click here to request more information
about JCDecaux Innovate
21
22
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International case book
JCDecaux Innovate is dedicated to creating bespoke
outdoor solutions tailored to achieving our client’s
advertising objectives. From exciting brand launches
to awareness campaigns, JCDecaux Innovate takes
a marketing objective from concept to on-street reality.
Always at the cutting edge in outdoor innovation,
JCDecaux Innovate consistently adds a new and exciting
experiential dimension to outdoor communication.
JCDecaux innovations in Outdoor continue to excite and
delight both clients and consumers throughout the world.
JCDecaux Innovate
Worldwide Activity
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Sweden
Australia
Finland
Iceland
Norway Sweden
Estonia
Denmark Latvia
UK Netherlands Lithuania
Belgium Germany Poland
Ireland
Czech Rep Ukraine
Luxembourg
Austria Slovakia
France
Croatia Slovenia
Portugal Spain
Italy
USA
Russia
Kazakhstan
Japan
S. Korea
Israel
PR China &
Hong Kong
UAE
India
Thailand
Singapore
Brazil
Chile
Uruguay
Australia
Argentina
Italy
Portugal
about JCDecaux Innovate
Spain
Hong Kong
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01
Products
Day & Night:
Day & Night is advanced print technology that offers
advertisers two designs on a single panel - one
image is displayed during the day, and another is
displayed during the night.
Day & Night can be used for Tease and Reveal
campaigns or to showcase two different products.
Flatscreen Technology
Flatscreen Technology is a technically advanced,
fully interactive digital display. This display allows
the advertiser to fully engage with the public.
It is integrated into a small format unit and can be
programmed to show almost anything.
The touch sensitive buttons allow the public to
interact with the product through menus, movie
clips, sound and voice-overs, as well as take
photos, retrieve information, enter competitions
and a lot more.
Lenticular
Lenticular is a specialised form of printing which
gives the impression of movement. The effect is
created by using a plastic sheet of tiny lenticules
(or lenses) onto which a series of related images are
printed.
As a person walks past the display, the lenses create
the effect of movement in the image. As the viewing
angle changes, the image revealed goes from one to
the other, creating an animation.
Lenticular is a great way of getting movement into
your creative.
about the above case study
Fully Wrapped
Fully Wrapped bus shelters or areas are an ideal
way to extend brand advertising and create a
'zone' for consumers.
Applied to bus shelter windows, seats and roofs,
vinyl wraps allow advertisers ‘ownership’ of bus
shelter which are striking to passers-by.
Full colour, solid vinyl wraps can be used to brand
whole bus shelter or areas with images ensuring
maximum standout.
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02
Interactive Touch
This product allows the public to physically interact
with the panel with the use of up to 5 touch screen
buttons.
Interactive small formats are a great way of getting
the public to engage and interact with a product.
By pressing one of the touch sensitive buttons
on the panel, people can instantly cast their vote
or opinion on a designated topic. The selection
can appear instantly on the LED screen below the
button selection.
Mobile Interactivity
Infrared and Bluetooth are both wireless network
services which can be utilized to send marketing
information. They allow consumers to access
information and content on their mobile phone
directly from a small electronic tag which is attached
to outdoor advertising panels.
Interactivity turns static poster sites into interactive communication zones, extending interaction
between poster and consumer.
The numbers of interactions can be recorded and
retrieved at the end of the campaign, making this
a totally accountable innovation.
Interactive Sound
Interactive sound is a development of the sonic
product. It offers stereo quality audio on small
format displays allowing the public to interact
with sound at street level.
Tracks or sound are selected by touching sensor
pads. The sound track can be set to be activated
by touch or play at regular intervals or when a person
passes in front of the panel.
Interactive sound enables advertisers to enhance
their campaign with sound thereby increasing the
impact of the visual.
Sampling & Dispensing
Whether it is for newspapers, leaflets, product
sampling or brochures, using dispensers is an economical way of interacting with the public.
Sampling allows advertisers to get their products
straight into the hands of the consumer at street
level.
By selecting high traffic locations, the advertiser
can reach a mass audience and achieve high levels
of product trail. Uptake is directly measurable by
recording the number of samples dispensed by
each unit.
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03
Scent
Special Builds
Scent is a unique automated emission unit fitted
onto JCDecaux’s small format street furniture or
installed within the panel.
Special Builds provide imposing and dramatic
imagery for street level landscapes - enhancing
visual impact and brand recall.
A special push device allows the public to sample
the scent of any product. Scent offers real interaction with the poster and delivers an accurate and
effective scent.
Special Builds can be tailored to fit specific briefs.
You can add impact and visibility to your poster
campaign by incorporating special builds. These
high profile builds offer amazing stand out on the
street and are great for promotional branding.
Stimulating the sense of smell can trigger strong
consumer behaviour and can also create powerful
positive associations.
Showcase
Showcase panels feature a clear display case which
can be used to house virtually any product or brand.
The tanks can be filled with liquid or solid elements
or a product can be hung in the case and shown
as a double-sided display. Showcase also has
internal spot lighting.
Very eye-catching and innovative, the Showcase
display always delivers high impact on the street
offering 360 degree viewing potential. It is ideal
for showcasing new products, as it can give the
consumer a close up of how the product looks
and works.
Whether on a small or large format, a range of
special build ideas are available to suit your creative
needs. These include model making, 3D replication and vac forming.
Special Lighting Effects
Special Lighting Effects allow lighting elements to
be shown in a sequence. Creative ideas can be
illuminated with a variety of lighting effects, ranging
from ultra-violet lights and spotlights to highlighting and twinkling.
A special vinyl display, which uses electroluminescent technology, is programmed to display lighting
effects in various colours. The lighting sequence
can light up, slowly flash or pulsate.
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04
International case study
Case Study: American Express
Campaign Details
Country:
Australia
Client:
American Express
Agency Partner:
MindShare Sydney /
Singleton Ogilvy & Mather
Innovate:
Showscreen
Technology Partner:
Tecevo
Technology:
Format: Street Furniture
Campaign Duration:
2 weeks (Jan 07)
Location:
7 city centre sites in Sydney
and Melbourne
Product Details
Category: Finance Advertiser: American Express
Campaign Objective:
For their promotion AMEX ran an Innovate campaign
with an interactive panel featuring a game that recreated
the “Roddick v Pong” Atari computer game. The Innovate
panel enabled the public to be Roddick and challenge
Pong to a game of tennis.
Innovate Solution:
Passers-by were able to play a version of the Atari Game
on a JCDecaux panel.
Innovate Technology:
7 city centre sites were fitted with Flatscreen Technology
and Interactive push buttons.
Brand: American Express
Consumer Engagement:
About 18,337 people played the game, pushing the buttons a total of 480,374 times (or about 26 times each) The
panel on Flinders St recorded the highest level of engagement with the buttons being pushed 123,874 times.
Conclusion:
Ed Harrison, General Manager, JCDecaux said:
“This is the first time that we have created an on-street
game and it has already attracted enormous interest from
the public. In terms of media communication, ‘interactivity’ is becoming the advertiser’s Holy Grail… And this
is a brilliant example of how it can be achieved.”
Innovate Execution:
JCDecaux used a 20” LCD Screen connected to a PC
which ran a desktop version of the Atari Pong Game.
By using Push Button Technology, the user was able
to move Roddick to return the ball against Pong. There
were 4 Buttons – Start to start the game, Serve to serve
and 2 options to move the player up and down the court.
The game was set to a time limit of 5 minutes or the first
player to reach 15 points. After 5 seconds, if no one was
interacting with the panel, a screen saver appeared to
direct the public to play the game. Audio was also included.
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05
Case Study: GOAL!
Campaign Details
Country:
United Kingdom
Client:
Buena Vista International / GOAL!
Agency Partner:
Carat
Innovate:
Showscreen & Mobile Interactivity
Technology Partner:
FerefDigital
Technology:
Flatscreen & Infrared Technology
Campaign Duration:
4 weeks (Sept-Nov 05)
Location:
25 city centre sites distributed
nationally across 7 major cities.
Product Details
Category: Entertainment Advertiser: Buena Vista Intl.
Campaign Objective:
To raise awareness and generate interest for the release
of Buena Vista’s football film GOAL!, the client wanted to
engage consumers directly with content from the film
and create a buzz about the coming launch.
Innovate Solution:
Showscreen and infrared were selected as the ideal
Innovate solution for this campaign both in terms of delivery of the client’s objectives and synergy with the product.
Vinyl wraps on bus shelters added to the visual standout &
created on-street GOAL! zones.
25 street furniture panels were fitted with state-of-the-art
Showscreens (custom built 19” flat screens with sound
and interactive touch pads) combined with leading edge
Infrared Technology.
Innovate Execution:
Touch sensitive buttons allowed the public to interact
with the screens by selecting to view either the trailer
for the film, character biographies or other pre-recorded
video content. Infrared Technology enabled consumers
to download an instant message to their mobile phone,
with one lucky person winning the chance to appear as
an extra in the sequel to the film plus a holiday in Madrid
(the location of the film).
Brand: GOAL!
A total of 317,097 interactions were recorded over the 4
week campaign period. Consumers were equally interested
in viewing all of the content with each screen button attracting a total of over 100,000 interactions. Interaction in Glasgow
was particularly high, with each of the 3 city-centre panels
generating an average of 21,000 interactions. On average
each panel in the campaign attracted over 12,500 personal
interactions.
Conclusion:
This campaign used the synergy between film and the
strengths of the Innovate Showscreen to deliver a well
thought out and engaging Innovate execution. The Showscreens generated great interest with the public and
high levels of personal interaction. An eye-catching panel,
interesting content and an exciting competition all together
combined to create a very successful Innovate campaign
for the launch of Buena Vistas film GOAL!
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06
Case Study: Nokia N95
Campaign Details
Country:
Australia
Client:
Nokia / N95
Agency Partner:
Mediacom / The Campaign Palace
Innovate:
Showscreen
Technology Partner:
Tecevo
Technology:
Campaign Duration:
1 week (April 07)
Location:
5 city centre sites in Sydney
and Melbourne
Product Details
Category: Mobile Industry Advertiser: Nokia
Campaign Objective:
Nokia wanted to demonstrate the capabilities of its new
N95 phone.
Innovate Solution:
Passers-by were able to chose from five options to
demonstrate certain components of the phone. When
no one was interacting with the panel, there was a 15
second animation playing on a loop.
5 city centre sites were fitted with Flatscreen Technology,
Interactive Touch Pads and Webcam.
Innovate Execution:
Button 1:
Multimedia – When the person pushed this button, a
3 minute video music clip would play. To listen to the
track the person would plug in the headphones.
Button 2:
Camera – A webcam was installed behind the panel
and when the button was pressed, it would capture the
person in front of the panel with the camera streaming
live footage. After 15 seconds, the screen saver would
play again.
Brand: N95
Button 4:
Internet – A screenshot of the Yahoo! Homepage would
appear when this option was selected. It was not possible
to search the Internet.
Button 5:
GPS – A street map, with the panel location circled, would
appear on screen as it would on a GPS device. Each map
was site specific.
Over 1 week, 27,355 interactions were received for all
buttons. The highest number of interactions was in Darling
Harbour, Sydney with 7,671 interactions. The webcam option was the most popular selection with 9,677 interactions
overall.
Conclusion:
This creative and Innovative solution showcased the
capabilities of JCDecaux Innovate to engage consumers
and demonstrate and bring to life the advanced functionality of the new Nokia N95 phone.
Button 3:
MP3 Player – A music track would play when this button
was pressed and headphones could be plugged in to
listen to the music.
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07
Case Study: Sony Ericsson W800i
Campaign Details
Country:
United Kingdom
Client:
Sony Ericsson / W800i
Agency Partner:
Kinetic
Innovate:
Showscreen &
Special Build
Technology Partner:
Merlyn Electronics
Technology:
Campaign Duration:
4 weeks (Sept 05)
Location:
City centre sites in the UK
Product Details
Category: Mobile PhonesAdvertiser: Sony Ericsson
Campaign Objective:
Sony Ericsson wanted to demonstrate the capabilities of
their new W800i phone.
Innovate Solution:
City centre sites across the UK were fitted with mega-sized
3D moulds of the W800i Walkman phone incorporating
an interactive custom-built 19” Flatscreen with sound.
Special build 3D models of the W800i phone, 19" Flatscreens and touch-sensitive pads. Bus shelters were
also branded using contravision stickers.
Innovate Execution:
Public interaction with the 'phone' via touch sensitive
menu pads playing music tracks and videos as well as
a demo for the phone. The use of full contravision on
each location created a Sony Ericsson zone, providing dominant brand status.
Brand: W800i
Overall the Sony Ericsson W800i campaign was received
extremely well by the public. Over 4 weeks there were
close to 120,000 interactions, 13% of those watched
the mobile phone demo. The bus shelters in the borough
of Camden in London and in the city of Glasgow were
the most successful with up to 1,925 interactions per
day, averaging 80 per hour in Camden and 60 per hour
in Glasgow. In Manchester and Nottingham, the total
number of interactions over the 4 week period were
16,444 and 6,785.
Conclusion:
Catherine Frankcom, Marketing Manager Sony Ericsson,
commented: "We are delighted with the final product.
The 3D models attracted great attention and enabled
shoppers in city centre locations to interact with the
Walkman phone. The showscreen element gave us the
opportunity to hold that attention and demonstrate vital
components and product capabilities of the phone such
as music and video quality."
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08
Interactive Touch
Case Study: Alien vs. Predator
Campaign Details
Country:
United Kingdom
Client:
Fox Films / Alien vs. Predator
Agency Partner:
Starcom Mediavest
Innovate:
Opinionator
Technology Partner:
Merlyn Electronics
Technology:
LED screen displays
Campaign Duration:
2 weeks (Oct 04)
Location:
City centre sites nationwide
Product Details
Category: Entertainment Advertiser: Fox Films
Campaign Objective:
To highlight the launch of the movie Alien versus Predator, (which pits two great sci-fi screen villains against each
other), JCDecaux in conjunction with Starcom Motive installed 20 interactive 2m2 panels around the UK. The panels allowed the public to vote for which villain they thought
would win the battle.
Innovate Solution:
Innovate developed a completely new product especially
to fit this media brief. The Opinionator utilised a 2m 2
poster with touch sensitive buttons that allowed consumers to vote for their favourite character. LED screens
displayed the number of votes each received, adding
interest and accountability.
20 city centre sites across the UK (London, Glasgow,
Manchester and Birmingham) were fitted with sensitive
touch buttons and LED screen displays.
Brand: Alien vs. Predator
There were 536,922 interactions in total - Alien
annihilated Predator with a massive 285,005 votes to
251,917. One (Glasgow) Opinionator received a huge
64,000 hits! All Opinionator votes were added to a national website poll which Fox Films ran in conjunction
with the national press.
Conclusion:
Alien versus Predator showed perfectly how Opinionator can create audience excitement, intrigue
and interest in the run up to a movie launch. The
Alien versus Predator Opinionator was a huge success,
with consumers casting over half a million votes Adam
Cherry, Account Executive, Starcom Mediavest, commented: “The voting 2m 2 panels are an ideal way to
engage with our target audience, exploiting the natural
competitive streak in young men. As this is also a new
technology, we have also achieved a greater impact on
the high street.’’
Innovate Execution:
The Innovate solution was very simple; all you needed to
do was press one of the red buttons to register your vote.
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09
Interactive Touch
Case Study: Emirates
Campaign Details
Country:
Australia
Client:
Emirates
Agency Partner:
Initiative Media / Saatchi&Saatchi
Innovate:
Technology Partner:
Opinionator
Tecevo
Technology:
LED screen displays
Campaign Duration:
1 week (Sept 06)
Location:
City centre sites across
3 major cities
Product Details
Category: Travel Advertiser: Emirates
Campaign Objective:
As a part of their branding campaign, Emirates chose to
use JCDecaux’s Opinionator to increase brand awareness and to educate the consumer as to the 19 European
destinations available through Emirates.
Innovate Solution:
For this campaign an Opinionator was used which included
19 touch sensitive pads placed behind a glass panel.
Brand: Emirates
Conclusion:
Emirates created a great branding campaign by inviting
people to interact with their advertising. The Opinionator
execution engaged consumers in a fun and informative way.
People found the simple idea of voting for their favourite city
interesting. The number of votes demonstrated the success of this execution. Emirates achieved their objective of
increasing awareness of the Emirates Brand as well as the
destinations they offer.
5 city centre sites in Sydney, Melbourne and Brisbane were
fitted with touch-sensitive pads and LED screen displays.
Innovate Execution:
The idea was to feature a map of Europe whereby the consumer could vote for their favourite Emirates European
destination by pressing on the city. The total number of
votes was shown next to each city so a running tally was
always visible.
A total of 93,082 votes were made within one week period.
Sydney dwellers voted Moscow as their city of choice, Paris
was voted the top European destination by Melbourne, while
Milan came tops in Brisbane.
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10
Interactive Touch
Case Study: Telstra
Campaign Details
Country:
Australia
Client:
Foxtel / Telstra
Agency Partner:
OMD / George Patterson Y&R
Innovate:
Technology Partner:
Opinionator
Tecevo
Technology:
LED & Flatscreen Technology
Campaign Duration:
2 weeks (Nov 06)
Location:
2 major cities
Product Details
Category: Entertainment Advertiser: Foxtel
Campaign Objective:
To showcase Telstra’s ability to deliver 12 Foxtel channels
direct to mobile phones over its Next G™ network.
Innovate Solution:
The campaign, “Choose Your Channel,” allowed passersby to choose and view a television channel whilst standing
on the street.
4 city centre sites in Sydney and Melbourne were fitted
with touch sensitive pads and Flatscreen displays.
Innovate Execution:
A video screen was set into an ad panel to give the appearance of a mobile phone display. A push-button touchpad to the side of the screen offered users content from
12 different Foxtel channels. The three news channels
were updated remotely every 24 hours to ensure the
content was always current; the other nine channels
contained footage typical of each channel’s offering.
Brand: Telstra
A total of 5,982 selections were made within a two
week period. The public chose Fox 8,780 times, making
this their favourite channel. The second most selected
channel was the Comedy Channel with 769 clicks.
Conclusion:
The campaign, “Choose Your Channel,” made an incredible impact with the public by allowing them to
choose and view a television channel whilst standing
on the street. The display panels could also deliver 12
Foxtel channels direct to mobile phones over Telstra’s
Next G™ network.
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11
Interactive Touch
Case Study: Volvo
Campaign Details
Country:
United Kingdom
Client:
Volvo / Volvo C30
Agency Partner:
AMV/BBDO and Mindshare
Innovate:
Opinionator
Technology Partner:
Merlyn Electronics
Technology:
LED & Flatscreen Technology
Campaign Duration:
2 weeks (May 07)
Location:
2 major cities
Product Details
Category: CarsAdvertiser: Volvo
Campaign Objective:
To create awareness of the launch of the new Volvo C30,
to get people to request a brochure and to book a test drive.
Innovate Solution:
Volvo used JCDecaux’s ‘Opinionator’ digital screen bus
shelters to catch the public’s attention. The creative engaged the public by inviting them to vote for or against the
new Volvo C30. People could then text to arrange a test
drive or request a brochure.
25 city centre sites were fitted with touch sensitive buttons
and Flatscreen display.
Brand: Volvo C30
Overall 83,416 passers-by interacted with the advertisement. 35,130 passers-by registered a ‘hate it’ vote
but the majority, 48,286, loved it!
Conclusion:
This campaign used the synergy between Volvo’s new car
and the strengths of the Innovate Opinionator to deliver
a well thought out and engaging Innovate execution. The
Opinionators make the most of the public’s fondness for
expressing an opinion, demonstrated by the high levels of
recorded personal interaction.
Innovate Execution:
Volvo’s interactive bus shelter campaign showcased the
Volvo C30 on a digital screen and asked, “What do you
think?” By pressing the “love it” or “hate it” buttons,
the public could register their vote. The screens immediately responded by playing entertaining content featuring the car, prompted by the vote. To add to campaign
stand-out, the Opinionator bus shelters were partially
wrapped in yellow vinyl.
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12
Interactive Touch
Case Study: X-Men
Campaign Details
Country:
Australia
Client:
Fox Films / X-Men
Agency Partner:
Publicis Media
Innovate:
Technology Partner:
Opinionator
Tecevo
Technology:
LED screen displays
Campaign Duration:
1 week (May 06)
Location:
City centre sites across 3
major cities
Product Details
Category: Entertainment Advertiser: Fox Films
Campaign Objective:
To highlight the launch of the new Fox Films movie, X-Men,
and engage the consumer in the most effective way,
JCDecaux Australia ran an Innovate campaign using the
Opinionator Live for the first time.
Innovate Solution:
For this campaign, an X-Men Opinionator design was
created which pitted the X-Men against The Brotherhood.
The Innovate included 2 touch sensitive pads placed in
the glass panel. The poster prompted the public to vote by
using the pads to choose which side they would take; either
‘X-Men’ or ‘Brotherhood’. Mobile technology allowed the
votes from all of the Opinionator panels to be transmitted to
a central database and relayed back to the panel to display a
running tally for each side.
6 city centre sites in Sydney, Melbourne and Brisbane were
fitted with touch-sensitive pads and LED screen displays.
Innovate Execution:
Two small LED screens were placed above each touchsensitive pad which displayed an updated tally as the
public placed their vote for either ‘X-Men’ or ‘Brotherhood’.
If there was no interaction with the panel, the display on the
LCD screens prompted the public to ‘Vote Now’ once every
minute and would then display the latest results.
Connected to the Opinionator sign was a mobile phone that was
placed inside the panel where the signal was the strongest.
Brand: X-Men
The mobile phone had GSM modem capabilities and was
permanently connected to a battery charger. The phone
and charger were connected to the sign via a small control
box that was connected to permanent power. When a
member of the public registered a vote, a 1 minute timer
was triggered within the mobile phone. After the minute
had elapsed, an SMS was sent via the mobile phone to
the web hosting company responsible for the Fox Films
website. The website was automatically updated with the
latest results from the Opinionator. JCDecaux’s technology
supplier Tecevo also connected a mobile phone to their
computer where a custom built database received the updated results. The results were emailed to JCDecaux on a
daily basis, as the results shown on the Fox Films website
were a combination of the votes cast on the JCDecaux
Opinionator and those cast on the Fox Films website.
A total of 85,190 votes were cast in one week. The
Richmond St location was the most successful recording 22,597 interactions during the one week campaign,
followed by Pitt St Mall with 20,639 and Oxford St with
17,373.
Conclusion:
The first ever Opinionator campaign in Australia was
received extremely well by the public. A high number
of interactions were seen within the one week period.
The campaign showed perfectly how Opinionator can
create audience excitement, intrigue and interest in the
run up to a movie launch.
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13
Case Study: Coca-Cola with Lime
Campaign Details
Country:
Australia
Client:
Coca-Cola / Coca-Cola with Lime
Agency Partner:
Universal McCann / Naked Sydney
Innovate:
Technology Partner:
Hypertag
Technology:
Infrared Downloads
Campaign Duration:
1 week (Aug 05)
Location:
8 city centre panels in Sydney
Product Details
Category: Carbonated DrinkAdvertiser: Coca-Cola
Campaign Objective:
To raise awareness and generate interest for the launch
of Coke variant Coca-Cola with Lime and promote trial
of the product. Also to engage consumers directly through
Coke related content and create a buzz about the coming
launch.
Coca-Cola gained maximum impact for the brand by
being the first in the Australian market to use Hypertag
interactive posters.
Brand: Coca-Cola with Lime
A total of 1,556 interactions were recorded over the
7 day campaign, giving an average of just under 200
interactions per site. The campaign generated a considerable viral buzz amongst consumers.
Conclusion:
The Innovate solution successfully delivered the clients
objectives of generating product awareness and creating
a viral buzz around the brand.
Innovate Solution:
Infrared downloads to mobile phones of Coca-Cola with
Lime content were selected as the ideal Innovate solution
for this launch campaign.
8 city centre street furniture panels were fitted with leading
edge Infrared Technology.
Innovate Execution:
Eye-catching posters located in accessible street level locations invited consumers to use their phone to download
free Coca-Cola with Lime themed video animations,
ring tones and wall paper images.
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14
Case Study: Lancôme Hypnôse
Campaign Details
Country:
France
Client:
L’Oréal / Lancôme Hypnôse
Agency Partner:
Air
Innovate:
Technology Partner:
Hypertag
Technology:
Infrared Downloads
Campaign Duration:
1 week (Sept 05)
Location:
5 city centre sites
Product Details
Category: Luxury Goods Advertiser: L’Oréal
Campaign Objective:
A wide scale advertising campaign was executed for the
launch of Lancôme’s new fragrance Hypnôse. The objective was to drive consumers in-store to buy the fragrance,
as well as generate PR impact for the brand.
Innovate Solution:
In order to achieve this, infrared units were integrated into
5 JCDecaux advertising panels on the Champs-Elysées,
making the advertising posters interactive.
Brand: Lancôme Hypnôse
609 people interacted during the course of the 7 day
campaign.
Conclusion:
This Innovate solution generated high interest, raised
awareness of the Hypnôse brand and successfully provided support for in-stores sales.
5 city centre street furniture sites were fitted with Infrared
Technology.
Innovate Execution:
Consumers could activate the infrared on their mobile
phone, point it at the panel and download either a video
clip showing the latest Lancôme TV advert, an animation
or a short message, all containing information about where
to buy the new fragrance on the Champs-Elysées.
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15
Case Study: More 4
Campaign Details
Country:
United Kingdom
Client:
Channel 4 / More 4
Agency Partner:
Hyperspace / Posterscope
Innovate:
Technology Partner:
Merlyn Electronics
Technology:
Special Build & Bluetooth
Campaign Duration:
3 weeks (Sept-Oct 05)
Location:
5 London sites
Product Details
Category: Entertainment Advertiser: Channel 4
Campaign Objective:
To promote the launch of More4, a TV channel dedicated
to programming for adults.
Innovate Solution:
An Innovate campaign was booked to generate exceptional impact and stature at prestigious locations throughout
London. Consumers with Bluetooth devices were able to
download clips and trailers of forthcoming More4 TV programmes from the panels. A peep box was also installed
into the panels which allowed people to view content of a
slightly naughty nature.
Brand: More4
Over 19 days, 30,405 Bluetooth transmissions were
made. The highest number of transmissions was made at
Russell Square. High Holborn received the highest daily
average transmissions per site.
Conclusion:
Channel 4's "peephole" campaign for the launch of its new
TV Channel was received extremely well by the public, creating great anticipation and exceptional impact.
5 street furniture panels were fitted with a special build
peephole and with Bluetooth mobile interactive technology.
Innovate Execution:
Consumers with Bluetooth devices were able to download clips and trailers of forthcoming More 4 TV programmes. An atmosphere of intrigue kicked off the campaign with a suggestive black poster saying “Adult Entertainment” and a peephole box fitted to small format panels
inviting people to view tongue-in-cheek adult content.
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Case Study: Motorola SLVR
Campaign Details
Country:
Spain
Client:
Motorola / SLVR
Agency Partner:
Mindshare
Innovate:
Technology Partner:
Demtech
Technology:
Bluetooth Downloads
Format: Large Format
Campaign Duration:
4 weeks (Mar 06)
Location:
1 city centre site in Madrid
Product Details
Category: Mobile Industry Advertiser: Motorola
Campaign Objective:
JCDecaux Spain installed a giant canvas on the facade of a
building on the famous Goya Street in Madrid for an advertising campaign for Motorola.
Innovate Solution:
The Innovate used a Bluetooth device which was compatible
with all of the currently available high-speed Bluetooth technologies used in mobile phones. The Bluetooth device automatically detected the device class to which it had been
connected and intelligently managed what type of content
to send.
Brand: Motorola SLVR
Overall Motorola’s campaign was received extremely well
by the public. In the first three weeks of the Innovate campaign, more than 24,000 images were downloaded. After
four weeks 37,323 images had been downloaded, two
thirds of which were pictures of the girl.
Conclusion:
This creative advertising initiative was another example
of the innovation of JCDecaux and its ability to deliver
attractive, high-impact and impressive campaigns for
the benefit of its clients.
1 street furniture site was fitted with Bluetooth Technology
next to the banner.
Innovate Execution:
A provocative slogan “If you have Bluetooth on your phone,
you have me in your pocket” invited passers-by to download photos of two attractive models. The male & female
models were the new faces for the latest campaign to promote
the Motorola SLVR phone.
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Case Study: Nokia 6680 / i6230
Campaign Details
Country:
The Netherlands
Client:
Nokia / 6680 / i6230
Agency Partner:
/
Innovate:
Technology Partner:
Merlyn Electronics
Technology:
Infrared Downloads
Campaign Duration:
1 week (Nov 05)
Location:
10 sites in 4 cities
Product Details
Category: Mobile Industry Advertiser: Nokia Campaign Objective:
Music played an important role in Nokia's marketing strategy in 2005. Half of the Nokia products launched in
2005 had an incorporated FM radio. Nokia wanted to
use music in this campaign as a means of ‘Connecting
people’. To introduce the capabilities of their two new
phones; the 6680 and 6230i, Nokia went to the street in
a spectacular way by introducing a new technology to
the market. For the first time in the Netherlands, it was
possible to download a ringtone in a bus shelter by using
Innovate Solution:
For the introduction of the 6680 and 6230i phones, mobile
interactive technology was chosen as the most fitting solution. Infrared downloads to mobile phones of rock band
Kane’s new single were chosen to launch the new Nokia
campaign.
Brand: Nokia 6680 / i6230
Nokia’s campaign was received extremely well by the
public. The song was downloaded 3,926 times during
the 7-day campaign. The highest number of downloads
was in Amsterdam (1,765) followed by Utrecht with 933
downloads, Den Haag with 861 and Haarlem with 367.
Conclusion:
“As a management company, we frequently work in cooperation with record labels, constantly looking for new
channels for our artist’s music as traditional distribution
methods are becoming less effective and will disappear
entirely in the near future. Downloading via posters in
bus shelters is an innovation and will stimulate interest
and sales of the new single.’’ Raymond Rijnaars, Marketing
Director, ATProductions
10 national sites were fitted with leading Infrared Technology.
Innovate Execution:
The new song from rock band Kane, ‘All I Can Do’, could
be downloaded as a ringtone from several JCDecaux bus
shelter panels. Within 2 seconds, consumers could download the song to their phone as a ringtone, using special
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Case Study: O2
Campaign Details
Country:
United Kingdom
Client:
O2
Agency Partner:
Hyperspace/Posterscope &
VCCP
Innovate:
Technology Partner:
Hypertag
Technology:
Infrared Downloads
Campaign Duration:
2 weeks (Oct 04)
Location:
10 city centre sites
Product Details
Category: Mobile Industry Advertiser: O2 Campaign Objective:
To increase the impact of the Friends Pre-Pay campaign
in a way that reinforced the O2 brand values of being bold,
clear and trusted.
Innovate Solution:
The idea of the campaign was an ‘on the spot’ interactive
competition. The prize was a holiday, worth £5,000, for the
winner and their three best friends. To enter the competition, consumers simply had to point the infrared port on
their mobile phones at the Hypertag.
Brand: O2
Overall the campaign generated 3,940 interactions.
Conclusion:
The campaign’s success illustrates the effectiveness of pull
as opposed to push marketing. The hypertags offered
consumers something which they valued, so they were
willing to freely engage with the advertising.
10 city centre sites were fitted with Infrared Technology.
Innovate Execution:
Consumers were incentivised to enter the competition
and then go into an O2 store close to key poster sites, by
programming each Hypertag with a £20 top-up voucher.
The Hypertags were programmed to distribute these
vouchers randomly from each site over the 2-week campaign period. Each voucher was downloaded with a unique
eight digit security code to verify that the voucher was
genuine. This traceability allowed O2 to analyse the relative success of different sites in more detail at the end
of the campaign.
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Case Study: Lynx
Campaign Details
Country:
Republic of Ireland
Client:
Unilever / Lynx
Agency Partner:
Pareto
Innovate:
Technology Partner:
Hypertag
Technology:
Bluetooth Downloads
Format: Large Format
Campaign Duration:
2 weeks (Feb 06)
Location:
City centre sites in Dublin
Product Details
Category: Luxury Goods Advertiser: Unilever
Campaign Objective:
The campaign was designed to raise awareness for the
new fragrance amongst Lynx’s core market of young men
and maximise demand for the product. This campaign
was a worldwide first for a Bluetooth campaign on large
format.
Brand: Lynx
Conclusion:
This Innovate solution generated high interest for the new
Lynx fragrance, raised general awareness of the Unilever
brand and successfully provided support for in-stores
sales.
Innovate Solution:
Bluetooth Hypertag units were installed in JCDecaux
Ireland 18m2 panels in Dublin to promote the latest Lynx
fragrance called "Click."
Five 18m2 city centre sites around Dublin were fitted with
Bluetooth Technology.
Innovate Execution:
Consumers choosing to interact, received video clips
and animations based on a current TV advertising campaign featuring Ben Affleck. Also, when consumers texted
‘CLICK’ to a certain number, they received a "clicker" from
Lynx similar to the one used by Ben Affleck in the TV ad.
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Sampling & dispensing
Case Study: Direkt
Campaign Details
Country:
Germany
Client:
Direkt
Agency Partner:
/
Innovate:
Sampling
Technology Partner:
/
Technology:
Bluetooth Downloads
Campaign Duration:
1 week (Jan 05)
Location:
City centre sites in Cologne
Product Details
Category: Entertainment Advertiser: Direkt
Campaign Objective:
To increase the brand awareness and generate interest
for Direkt, a newspaper local to Cologne, JCDecaux ran
a sampling campaign using street furniture dispensers
located in the city centre of Cologne.
Innovate Solution:
The dispensing boxes were made of 4mm thick "PC-Klar"
transparent acrylic material and were fixed to the ad panels in the bus shelters.
15 city centre sites in Cologne were fitted with the
dispensers.
Brand: Direkt
JCDecaux Germany replenished the 15 dispensers three
times per day, in addition to the client replenishing them
several times each day. About 3,700 newspapers were
taken from the dispensers over the 7-day campaign
period.
Conclusion:
A very simple yet effective campaign for Direkt. The Innovate campaign created great impact during the 7-day
campaign, using only 15 sites fitted out with simple
dispensers.
Innovate Execution:
The transparent newspaper dispensers were fixed to
the glass panel of the MUPIs with a double-faced adhesive tape.
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Sampling & dispensing
Case Study: O2
Campaign Details
Country:
United Kingdom
Client:
O2
Agency Partner:
Meridian and Hyperspace /
Posterscope & VCCP
Innovate:
Dispensing
Technology Partner:
Merlyn Electronics
Campaign Duration:
2 weeks (Sept 05)
Location:
City centre sites nationwide
Product Details
Category: Mobile Industry Advertiser: O2 Campaign Objective:
As a part of their branding campaign, O2 chose to run a
sampling campaign to increase brand awareness and
‘treat’ both their current clients and possible future customers. O2 ‘treats’ campaign was true to its word, with
2m2 dispensers supplying O2 branded sweets at the press
of a button.
Brand: O2
30,000 sweets were dispensed during the 2-week
campaign.
Conclusion:
This experiential campaign was extremely successful in
engaging consumers and making them feel ‘treated’ by O2.
Innovate Solution:
The 2m2 poster encouraged the public to press the touch
sensitive “press here” pads.
14 city centre sites in London, Manchester, Birmingham
and in Scotland, were fitted with dispensers and touch
sensitive pads.
Innovate Execution:
At the press of a button, a capsule was dispensed into
a 10cm square “hole” that had been made in the panel’s
glass. The capsule was the type of thing associated with
kid’s vending machines (a plastic bean shape, approximately 4cm long). There was an O2 sweet inside the
capsule. (To ensure that the public did not take advantage of the offer, the dispenser was set so that only one
capsule was released per minute). The unit could hold
approximately 1,500 capsules at any one time. Each site
was restocked twice within the 2-week campaign.
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web: jcdecaux-oneworld.com/innovate
email: [email protected]
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