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Airport Fitness & Fun with Farmlite

JCDecaux India recently worked with ITC Foods to launch their Farmlite biscuits at Bangalore airport through a uniquely engaging activity.
The campaign’s concept was built upon Farmlite’s message of having fun while staying fit. It was delivered in two parts with both containing elements of surprise which left a lasting impression with the passengers.
1. Pedal Power at Luggage Conveyor Belt
Farmlite cleverly made use of passengers’ waiting time at the luggage reclaim belt. While passengers were waiting to reclaim their luggage, the conveyor belt stopped unexpectedly, and could only be re-started by pedaling on bicycles hooked up to it. Passengers had to volunteer to pedal to get the belt working again. Everyone was rewarded with packs of Farmlite biscuits arriving on the belt, followed by their luggage.
2. Farm Scene in Arrival Area
In addition, the entire domestic arrival baggage reclaim zone was converted into a farm scene using strategic use of advertising panels.
Farmlite’s understanding of the airport environment led it to transform the mundane task of waiting for luggage into an engaging and fun activity with even a bit of a workout! This unique event generated a high number of tweets coming directly from passengers expressing their delight in this memorable campaign.
FMCG Success at the Airport
We often expect to see brands such as fashion, fragrances and motors at airports. But this is a great example of an FMCG brand making clever use of the airport environment to create a lasting impression through unusual engagement and unique sampling initiatives.
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Via: JCDecaux OneWorld

In Japan, Passengers Can Pay for Train Rides with Kit Kat Packaging

If you are traveling by train in Northern Japan, you can literally pay your train fare by using the packaging of chocolate wafer bar Kit Kat.

The initiative is part of confectionery brand Nestlé’s innovative efforts to breathe new life into the tourism of the Sanriku region, which was ravaged by a tsunami and earthquake three years ago.
A first for a Japanese rail company, train travelers of the Sanriku Railway network can purchase the special packs of KitKat at a cheaper cost than standard train tickets.
In line with the reconstruction endeavor, Kit Kat has also adorned two trains and two train stations with cherry blossoms paintings symbolizing hope.
Set to launch in Japan this month, the KitKat train tickets will be valid till May 2015.

Cleaning App Literally Lets People Remove Unsightly Street Art

Cleaning company CIF—with the help of agency McCann—created an app that literally lets people remove unsightly and vulgar street art.
Released in Romania, users simply take a photo of the unwanted street art with the app, and through geo-tagging, the company will send a cleaning team down to remove it.
Through the app, the cleaning company removed 385 unwanted street art and reached over 14 million people through the publicity it received.
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Via: Design Taxi

Nescafe Keeps Sleepy Drivers Alert in Mexico

People in Mexico are often half asleep when they have to go to work early in the morning and sometimes miss red lights. In order to combat this, Nescafé synchronised a 6-sheet with some traffic lights overhead. The 6-sheet illuminated the road green, orange or red, making the traffic lights much more obvious to bleary-eyed drivers.
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Via: Ads of the World

See Art From the Sky in Brazil

In Brazil, a new campaign for Unilever-owned ice cream brand Kibon features beautiful artwork on rooftops in a place called Morro do Alomeo.
Titled ‘Raise the Roof’, visitors and residents will then be able to see the artwork while on a cable car between the stations Baiana, Alemao/Kibon and Itarare.
The aerial exhibition is conceived by Open, the activation arm of agency Borghi/Lowe. Teaming ten local artists with local residents, a total of 22 artworks were designed on canvas, and later displayed on the rooftops of houses in the area.
It aims to bring not just ice cream, but culture, to the community, enabling residents to work together with the artists in a way where information and experience can be shared.
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Nivea Showers on the Streets

Beiersdorf wants Chileans to clean up their act! To best highlight a new body wash product, the brand constructed a special, innovative campaign. Real water dripped down, as if out of a shower head, inside a showcase that turned many heads on the streets of Chile and inside metro stations.
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Via: JCDecaux North America

Flush to Paradise

The agency, WC Frisch, has come up with a fun way to advertise Power Activ cleaning products.
Set in a ladies’ bathroom of a shopping mall, an unsuspecting woman has to flush before using the toilet. As she does this, the bathroom unveils ‘The Balls Dream Band’—a hot shirtless boy band that sings about what various Power Activ cleaning products can do.
Some ladies were surprised, and most were enamored by the band’s charm and seductive voices, even flirting with these men as they sang.
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