Get Inspired! — Weather, Chocolate and Bonding with Strangers
When it comes to out-of-home (OOH) advertising, it seems like some of the more creative campaigns come from the other side of the pond. JCDecaux OneWorld, the international unit of the JCDecaux Group, offered up three “best of” OOH campaigns during November. These three campaigns all focused on making their campaigns responsive and relevant — key to getting customer engagement and by-in — and also capitalized on social media integration, making them truly multi-channel.
—Denise M. Gustavson
GORE-TEX Technology Weather Responsive Content | JCDecaux Sweden
Advertiser: GORE-TEX Technology, W. Gore & Associates
Location: Stockholm, Sweden
Duration: 1 week, October 31, 2016 – November 6, 2016
Format: Digital Street Furniture
Creative Solution: Dynamic content
Clothing with GORE-TEX Technology is a firm favorite among both outdoor adventures and city dwellers. Wearers rely on its highly waterproof, windproof and breathable qualities. Working with JCDecaux Sweden, this Gore campaign featured dynamic GORE-TEX content playing on a digital network in the center of Stockholm.
JCDecaux Dynamic integrated a standard weather data feed into the SmartContent CMS (content management system), and set up some rules. Four different GORE-TEX videos were uploaded depicting different weather conditions. The campaign was set up so that each panel automatically played the appropriate video that reflected the weather outside.
Gore identified useful data that allowed them to display effective and relevant messaging for its GORE-TEX brand. This Dynamic content campaign was simple, was tightly in line with the brand’s identity and resonated with their target audience.
Löfbergs Brings People Together (aka Bonding with Strangers) | JCDecaux Latvia
Advertiser: Löfbergs Lila, Melna kafija, SIA
Location: Riga, Latvia
Duration: 1 week, November 14, 2016 – November 20, 2016
Activity: Street Furniture
Creative Solution: Special build, special lights, vinyl wrap, sampling, showcase
Löfberg coffee is a brand with a strong sense community. The company focused on this characteristic when launching this interactive campaign in Riga with JCDecaux Latvia. Commuters and passers-by could get free packs of coffee, but they had to work together to achieve this.
In this bus shelter, 18 separate light sensors were dotted around the interior. Participants had to communicate and simultaneously cover them all up. If they achieved this task, the front panel of the coffee showcase would open and the participants could grab a free pack.
This was a fun campaign where perfect strangers were brought together by their love for coffee!
Pergale’s Choc iN Uses Instagram to Interact | JCDecaux Lithuania
Advertiser: Choc iN, Pergale
Location: Vilnius, Lithuania
Duration: 2 weeks, November 8, 2016 – November 22, 2016
Activity: Street Furniture
Creative Solution: Instagram integration, special build, vinyl wrap, sampling, experiential
Choc iN, the chocolate brand by Pergale, collaborated with JCDecaux Lithuania to turn a bus shelter in central Vilnius into an Instagram booth. JCDecaux Lithuania wrapped the bus shelter with bright orange Choc iN branding, and photo printer was installed in the panel.
The Call-to-Action on the panel invited passers-by to take a photo of themselves with the panel in the background, then share it on Instagram with the hashtag #chocin. The photo was instantly printed in the bus shelter. As an additional reward, the participant was given a free bar of Choc iN chocolate by the brand ambassador on site.
The campaign was effective in harnessing the power of social media. More than 700 images were printed at the shelter and the campaign brought an additional 200,000 views on the company Facebook page.
Denise Gustavson is the Editorial Director and Special Projects Editor for the Printing & Packaging Group, which includes Printing Impressions, packagePRINTING, In-plant Graphics and Wide-Format Impressions magazines, among other brands. She is also the Editor-in-Chief of Wide-Format Impressions.