| Title | STREET VIEW UNPAID BILLS |
| Brand | JC DECAUX |
| Product/Service | NEW FEATURES IN OUTDOOR ADVERTISING |
| Category |
A01. FLAT MAILING |
|
Entrant Company
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Advertising Agency
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
| Sebastien De Valck |
BBDO Belgium |
Creative Director |
| Arnaud Pitz |
BBDO Belgium |
Creative Director |
| Toon Vanpoucke |
BBDO Belgium |
Art Director |
| Morgane Choppinet |
BBDO Belgium |
Copywriter |
| Isabel Peeters |
BBDO Belgium |
Account Supervisor |
| Veerle Colin |
JC Decaux |
Advertiser Supervisor |
The Brief
JCDecaux needed to inform their existing customers advertisers about their new innovations. The aim was to obtain presentation meetings to inform Belgium’s most important advertisers about our digital features and new technologies.
Creative Execution
Sending a frame was the perfect medium to show each advertiser their Street View campaign and put it in the picture. Just like our billboards. On top of that, they will hold on to it longer. We provided our letter with a fake invoice to make it all feel very real.
Describe the creative solution to the brief/objective.
JCDecaux billboards are not only visible on the streets but also on the streets of Google StreetView. Which means all these brands got years of free media space. So we sent them a framed picture of their Google StreetView-campaign with a letter and a detailed invoice to inform them about this issue. Of course we weren’t going to let them pay this amount. The only thing we asked them in return was their time to listen to our sales team. 60% of the advertisers reacted spontaneously. After a follow-up by our sales-team we obtained an extra 95 % of meetings.
Results
We send the Direct Mail to 53 of Belgium’s biggest advertisers. 60% of them reacted spontaneously. After a follow-up by our sales-team we obtained an extra 95 % of meetings.