JCDECAUX: PERSONAL BILLBOARDS
| Title | JCDECAUX: PERSONAL BILLBOARDS |
| Brand | JCDECAUX |
| Product/Service | OUTDOOR MEDIA |
| Category |
C05. Financial Services, Commercial Public Services, Business Products & Services |
|
Entrant Company
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Advertising Agency
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
| Arnaud Pitz/Sebastien De Valck |
BBDO Belgium |
Creative Directors |
| Toon Vanpoucke/Morgane Choppinet |
BBDO Belgium |
Creative Team |
| Marleen Depreter |
BBDO Belgium |
Account Manager |
| Isabel Peeters |
BBDO Belgium |
Chief Commercial Officer |
| Veerle Colin |
JCDecaux Belgium |
Marketing Director |
| Els Desmedt |
JCDecaux Belgium |
Sales Director |
Brief Explanation
JCDecaux gives presentations to inform clients about the possibilities of outdoor advertising. This year, we focused on the fact that even in these modern times, outdoor is still a very effective medium. But every year, we struggle with the same issue: Belgium Leading marketing directors never have the time to attend our presentations. As they don’t have the time to listen, we wanted marketing directors to experience for themselves how effective outdoor is.
Results and Effectiveness
We invited them to sign up for our presentation. Every single one of them booked a presentation, and we reached a response of 100 %.
Creative Execution
Without asking their permission, we put a photo of each marketing director on a single billboard along with their name and an email address of JCDecaux. Then we waited for a reaction, so they could tell us themselves how effective outdoor still is. They reacted exactly how we wanted: a little annoyed that people kept contacting them to know what the purpose was. We responded with an email apologizing for any inconvenience: “We just wanted you to experience the effectiveness of outdoor advertising, As you got so many reactions from only one single billboard …Just imagine what our entire network could do for your brand!”.
Insights, Strategy and the Idea
Our target was to reach Belgium’s leading marketing directors, because those are the people with the upper hand in plans for campaigns. We wanted them to attend our presentation where we show that even in these modern times, outdoor is still a very effective medium. But as they are very busy people that receive thousands similar requests a day, we knew an email wouldn't do. So, we had to find another way to get their attention.