Posts

JCDecaux Expands Digital Offering in Newcastle

Brands are set to benefit from high-impact communications in the heart of Newcastle upon Tyne, as JCDecaux launches digital screens across retail and rail environments, including new M-Vision, Transvision and digital 6-sheet screens.
Retail
JCDecaux has introduced a large-format M-Vision screen at intu Eldon Square and will launch a further M-Vision screen at intu Metrocentre later this year, complementing the digital 6-sheet portfolio.
Positioned in proximity to anchor stores in malls, M-Vision provides brands with access to the most aspirational and image-conscious audiences UK-wide. The national M-Vision network will comprise 15 premium screens in key malls nationwide by the end of 2014.
Rail
JCDecaux has expanded the rail digital portfolio with the launch of a Transvision screen and rail digital 6-sheets at Newcastle Central Station.
The station delivers a footfall of 310,000 commuters every two weeks, providing a powerful digital channel for brands to access the affluent, highly-connected rail audience travelling into the city from London and the North East.
This addition brings the Transvision network to 24 screens in 18 rail stations in the UK.
Via: JCDecaux

Magnum Ice Cream Celebrates 25 Years of Pleasure in Amsterdam

To celebrate ’25 Years of Pleasure’ Unilever’s Magnum and JCDecaux Holland ran a campaign from the 21st to the 28th of May, giving people of Amsterdam the opportunity to redeem a free personalised ice cream!
To mark Magnum’s special occasion, JCDecaux fully wrapped a bus shelter and placed a hostess on site wearing a distinctive Magnum-inspired dress, to give out balloons and distribute special Magnum-Coins to intrigued passers-by.
Using these Magnum-Coins, passers-by could visit the Magnum department store that was right next to the bus shelter and create their own personalised Magnum ice cream.
[youtube width=”300px” height=”200px”]yKuyoJqiXGQ[/youtube]
Via: JCDecaux One World

Leading Artists Antony Gormley and Grayson Perry Launch Art Everywhere- The UK’s Largest Outdoor Exhibition

HOCKNEY, BLAKE, CONSTABLE, GILBERT & GEORGE AND MOORE AMONG MOST POPULAR WORKS CHOSEN BY THE PUBLIC
Exclusive digital artwork by Antony Gormley available for free download
Leading artists Grayson Perry and Antony Gormley announced the works which have been chosen by the British public for the UK’s biggest art exhibition, Art Everywhere, which will take place on over 30,000 billboards and outdoor sites across the country from 21 July – 31 August 2014.
The artists unveiled the shortlist on the largest indoor advertising screen in the UK – Motion@Waterloo at London’s Waterloo Station. The list includes one of Grayson Perry’s recent works, The Annunciation of the Virgin Deal.
The shortlisted works in order of popularity are as below:
David Hockney, My Parents, 1977
Dora Carrington, Farm at Watendlath, 1921
Dame Laura Knight, Ruby Loftus screwing a Breech-ring, 1943
Grayson Perry, The Annunciation of the Virgin Deal, 2012
Stanhope Alexander Forbes, A Fish Sale on a Cornish Beach, 1885
Michael Andrews, Melanie and Me Swimming, 1978-9
George Frederic Watts, Ellen Terry (‘Choosing’), 1864
Augustus Leopold Egg, The Travelling Companions, 1862
Patrick Caulfield, Pottery, 1969
John Hoyland, Memory Mirror, 1981
Rose Wylie, Early Memory Series No.2: Doodle Bug, 1998
Eileen Agar, Slow Movement, 1970
Julia Margaret Cameron, lago (Study from an Italian), 1867
Gilbert & George, Existers, 1984
John Constable, Study of Cirrus Clouds, c.1822
Edward Collier, Trompe l’oeil with Writing Materials, c.1702
Philippe Jacques de Loutherbourg, Coalbrookdale by Night, 1801
Ivon Hitchens, A River Pool, 1951
Henry Moore, King and Queen, 1952-3, cast 1957
Hans Holbein the Younger, A Lady with a Squirrel and a Starling (Anne Lovell?), 1526-8
William Blake, The Circle of the Lustful, 1824-7
Gillian Wearing, Signs that say what you want them to say and not Signs that say what someone else wants you to say I’M DESPERATE, 1992-1993
Marcus Gheeraerts the Younger, Queen Elizabeth I (‘The Ditchley portrait’), c.1592
Ben Nicholson, 1940-42 (two forms), 1940-42
Marc Quinn, Self, 2006
Over 38,000 votes were received via Facebook (facebook.com/arteverywhereuk) in the process to select the nation’s favourite works which will be shown on bus shelters, underground stations, roadside billboards, motorway services, national rail networks, shopping centres and airports across the UK. 90% of the population will have an opportunity to see a work of art at an outdoor site during the summer. The art will also be shown in a national Art Everywhere on-screen exhibition shown in over 1,000 Vue cinema screens in the UK in August.
As part of today’s launch, Antony Gormley also unveiled a specially-commissioned digital artwork for Art Everywhere which will be available for the public to download for free. The work entitled Feeling Material will be shown on digital poster sites across the UK, including London’s Waterloo Station and Coventry House, Piccadilly Circus, and in Manchester’s Trafford Centre, as well as on motion screens in the back of over 2,000 black cabs. Antony Gormley has also donated 100 signed limited edition works to be gifted to the first 100 supporters contributing £950 or more to Art Everywhere. Funds raised will support the costs of print and production for Art Everywhere to be bigger and better, ensuring works of art reach more poster sites. Both the digital and limited edition works will be available from 16th July until 31 August from arteverywhere.org.uk
Antony Gormley said of his involvement in Art Everywhere: “Works in public collections form an important part of our collective visual memory, marking a particular place, time and person. It is great that these works are being celebrated and shared in this way.”
Building on the success of the 2013 exhibition, Art Everywhere 2014 will be longer in duration, having been extended across a six week period.
Art Everywhere is a collaborative project presented by the Out-of-Home industry led by Clear Channel, Exterion Media and JCDecaux, including Ocean Outdoor, Storm and Outdoor Plus. Founding partners are Richard Reed (co-founder of Innocent Drinks), the Art Fund, Tate, creative agency 101, Posterscope, Vizeum, Easyart and Facebook. Out-of-Home media owners have once again donated the sites to enable the nation’s favourite British art to be seen right across the UK.
Stephen Deuchar, director of the Art Fund said: “Art Everywhere is a celebration of great British art, with thousands of Brits voting for their favourites to be displayed on poster sites across the country over the coming weeks. The new work by celebrated artist Antony Gormley, made especially for this project, will be a wonderful legacy – and a way of thanking the art loving public, who made the whole initiative possible.”

Stella Artois Turn Tesco Smart Screens on when the Weather is Hot

We mined 3 years of met office weather and Stella Artois sales data and highlighted that the weather has a significant impact on sales.  Sales actually increase by 15% when the temperature goes above the norm for that month.
This provided us with the perfect activation insight to be live at a moment of heightened consideration.  In July this trigger is 23 degrees.  As such, we built and plugged in a bespoke platform to 400 Tesco smart screens across the UK which turn on Stella Artois Cidre advertising, across TV areas on days when this temperature  trigger is met.
The campaign which runs from the 30th June – 31st July will only display Stella Artois messaging at a point of heightened consideration, maximising relevance and minimising wastage.
Stella Artois are the first brand to use the network in this innovative way, leading the way in OOH communications.
 
 

Outdoor Becomes Art’Door: The Sequel

Now in its second year, Art Everywhere seeks to bring art onto the streets nationwide by working with numerous OOH media owners.
The top 25 British works of art as chosen by the public will be announced on Wednesday 16th July. These pieces will then be featured on thousands of billboards across the UK all through summer, transforming the country once again into the largest Outdoor art gallery ever.
Art Everywhere, USA
The immense popularity of the Art Everywhere project has spilled across the Atlantic, launching the first USA edition this year. Five leading art museums selected pieces of American art that represent the country’s history and culture. The American public has since voted for their favourites and are just waiting for the final 58 works to feature in the ‘very very big art show’ this summer!
[youtube width=”300px” height=”200px”]RehJpp5ZRH4[/youtube]
Via: JCDecaux One World

Stella Artois Whisks People off to Wimbledon in Waterloo Station Experiential Campaign

Stella Artois, official sponsor of Wimbledon 2014, has launched an OOH campaign that utilises traditional and the latest OOH innovations, to build on their association.
A national 48 and 96 sheet campaign, proximity one off banners, and 6 sheets on the way to the event, will all drive mass coverage of the sponsorship. The highlight of the OOH campaign is the use of JCDecaux’s Motion@Waterloo screen, where Posterscope and JCDecaux have developed 5 templates which bring in social from Instagram and Twitter, real-time copy updates from Wimbledon, as well showcasing branded Stella Artois content.
The screen, which is scheduled to deliver what consumers want, when they want it, fuses connected commuter insight with timetable data, thus making every ad shown relevant to how consumers are thinking and feeling in the station.
On days 5 and 6 there was an exciting twist, where Stella Artois gave away Wimbledon tickets through a centre court experience, delivered by psLIVE and JCDecauxLive.
The campaign was planned and bought by Posterscope and Vizeum with media and production delivered by JCDecaux.
This campaign is another example of Stella Artois pushing the boundaries of digital technology to deliver relevant communications.

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.
[youtube width=”300px” height=”200px”]z3nImvvZg0E#t=141[/youtube]
Via: JCDecaux OneWorld

Pick Your Colour with OBI

DIY retailer OBI promoted their bespoke personalised paint-mixing system though an interactive application developed with their creative agency “Jung von Matt” and Wall Decaux.
A webcam with a 55″ digital screen ran bespoke software installed into a bus shelter located in one of the most central and busiest locations in Berlin. The #ColourPicker software recognised the colours of the outfit of whoever was standing in front of the panel, and turned them into an individual personalised colour scheme.
After the quick software analysis, people could download their unique colours using a QR Code and got redirected to the nearest store to pick it up.
[youtube width=”300px” height=”200px”]JyLKw7a1bBE[/youtube]
Via: JCDecaux One World

Old Street EC1 Launches

At a Technology Briefing held for clients and agencies, JCDecaux outlined its vision for ‘Old Street EC1’, a media location owned by Transport for London (TfL). The vision includes a partnership with Tech City UK to enable startup companies to access the newly digitised Old Street Roundabout.
Repositioned as ‘Old Street EC1’, this site will comprise four digital screens and will go live in October 2014. Under the agreement with Tech City UK, JCDecaux will run content from selected digital startups in the area, promoting the future business leaders of tomorrow.
This development supports TfL’s plans to secure income for investment in London’s transport network as part of a wider commercial strategy. It follows the introduction of pop-up shops at Old Street bringing a variety of new and innovative retailers to the station.
Working with Brand Republic, JCDecaux has launched an online Tech Hub to focus on the EC1 area.
Via: JCDecaux

'It's Our World' at Waterloo

It’s Our World, the UK’s largest art project celebrating the environment and promoting sustainability, launched with JCDecaux at Waterloo Station. The mass participation arts project gives children and young people in the UK a voice to speak out for positive environmental action.
The experiential campaign featured an art class led by young artist Zoom Rockman and run by City & Guilds Art School where pupils from the local Oasis Academy were invited to illustrate their local landscape in the middle of the station concourse. Providing inspiration for the pupils, footage of the Waterloo skyline was deployed on JCDecaux’s Motion@Waterloo screen.
The aim of the It’s Our World project is to create the largest online gallery of artwork celebrating the environment as seen through the age of its future custodians aged 4-19 years. Mostly driven through schools, participants are invited to create artwork that brings their local landscape or neighbourhood to life.
The closing date for submissions will be May 2015.
Via: JCDecaux