Winners & Shortlists

STREET VIEW UNPAID BILLS

Short List
TitleSTREET VIEW UNPAID BILLS
BrandJC DECAUX
Product/ServiceNEW FEATURES IN OUTDOOR ADVERTISING
Category A01. FLAT MAILING
Entrant Company BBDO BELGIUM Brussels, BELGIUM
Advertising Agency BBDO BELGIUM Brussels, BELGIUM
Credits
Name Company Position
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.