JCDecaux Bills Brands for Google Street View Placements

In a move that some are calling “ingenious,” outdoor advertising firm JCDecaux sent out invoices to their largest Belgian clients for exposure on Google Street View.
The invoices were fake and accompanied by a framed picture of their billboard’s place on Google Street View. It was all part of a marketing ploy to get those companies to hear a pitch about JCDecaux’s new digital marketing opportunities.
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Via: PR Daily

Centre Parcs Uses Virtual Reality in New Out of Home Campaign

Holiday park company, Centre Parcs, is set to stage a takeover of Waterloo station, which will use virtual reality technology and digital screens to promote its latest UK village at Woburn Forest in Bedfordshire.
The campaign, which runs from 9-13 June will deliver a 360 degree experience for commuters, who will be invited to use an Oculus Rift headset and be transported to the zip wire and high ropes course through virtual reality footage filmed at the Woburn village.
There will be a second experiential zone demonstrating a take on the archery experience with physical bows firing virtual arrows on to screens with the chance to win £1,000 worth of vouchers for the leader at the end of the week.
Center Parcs will also be displaying consumer-generated tweets and photos on the Motion@Waterloo screen as part of a competition to win a £2,000 family break.
Center Parcs worked with Walker Media, Posterscope, psLIVE, Brothers&Sisters and JCDecaux to develop the campaign.
Via: The Drum

Heathrow Terminal 2 Opens

JCDecaux Airport and Heathrow have unveiled a range of airport advertising opportunities at Terminal 2: The Queen’s Terminal, as the doors officially opened to the public for the first time on 4th June.
As part of Heathrow’s on-going transformation, JCDecaux Airport and Heathrow have worked alongside architects to develop media opportunities integrated into the building’s structure. With poster sites, experiential zones and over 100 digital screens, Terminal 2 delivers an array of flexible, creative and immersive opportunities for brands to engage with the terminal’s affluent passenger audience.
Via: JCDecaux

The Hammersmith Tower

Part of JCDecaux’s digital investment along West London’s ‘Wealth Corridor’, The Hammersmith Tower is the latest structure to become part of The W8 Network.
This new premium digital location provides a powerful creative opportunity for brands targeting affluent audiences travelling in and out of London.
The W8 Network, a portfolio of 8 digital portrait locations, comprises the digitised M4 Tower, The M4 London Gateway, The M4 Torch, The A40 Spire, The Marylebone Tower, The Holland Park Tower, The Hammersmith Tower, with the final location, The A4 Showcase, set to launch by summer 2014.
Via: JCDecaux

Kensington & Chelsea 6-Sheets

JCDecaux will strengthen its London portfolio with 18 6-sheet locations in Kensington & Chelsea, reaching audiences at some of the most sought-after addresses in the Royal Borough from early May.
These prime new locations include: Sloane Square, Kensington High Street, King’s Road, Fulham Road, Notting Hill Gate, Ladbroke Grove, Cromwell Road, Earl’s Court Road and Old Brompton Road.
The new locations have been developed as part of JCDecaux’s longterm partnership with BT, which has transformed selected BT kiosks into a free-standing product that combines a public payphone on one side and a high-quality scrolling 6-sheet on the other.
Via: JCDecaux

Do You Like the Smell of Chocolate?

This was the first scent marketing campaign using street furniture in Spain. With the slogan ‘do you like the smell of pleasure?, milkshake brand Cacaolat invited people to smell their appealing cocoa scent. The action is complemented by a series of actions in social networks to increase the impact.
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Via: JCDecaux Spain

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

BA Influences T5 Passengers

British Airways deployed a tactical DOOH campaign with JCDecaux Airport at Heathrow Terminal 5, targeting passengers with destination-specific messaging as they travelled through the terminal.
With multiple-creatives, the campaign influenced passengers by strategically displaying messages relevant to each digital screen’s location. At check-in, British Airways reminded passengers that they will ‘take those bags off your hands’, whilst in the departure lounge they prompted passengers to think about getting ‘that last minute present’ outside Harrods and ‘the perfect holiday read’ outside WH Smith.
This four-week campaign was planned and booked with JCDecaux Airport by PSI.

Lurpak Launches Experiential Campaign for New Cook’s Range

Arla-owned Lurpak launches a fully immersive experiential and digital campaign targeting “passionate cooks” to promote its new Cook’s Range.
Running from 24 to 26 April, the campaign integrates JCDecaux’s advertising screen Motion@Waterloo, with an interactive experiential campaign, where three celebrity food ambassadors, including Lily Vanilli, Tom Sellers and Valentine Warner will be aiming to inspire visitors to “start their food adventure”.
The high-definition screen at London’s Waterloo station will stream live content captured on the food stand throughout the campaign.
Stuart Ibberson, senior director for BSM at Arla, said: “We’re really excited about landing our new Cook’s Range in such an innovative way, being able to tie into the sense of theatre Waterloo offers and create an industry-first in the process is fantastic. We’re really looking forward to launching our new products to customers old and new and seeing how many food adventures we can inspire.”
Around three million visitors are expected to interact with the campaign and will be encouraged to enter competitions on Twitter using the hashtag #foodadventures after trailing the product at the stand.
Following the London launch, the campaign will roll out at other stations across the UK, including Manchester, Leeds and Glasgow.
This was a fully integrated campaign involving BD Network, Carat, Posterscope, psLIVE, LIVEPOSTER, Wieden & Kennedy, JCDecaux and JCDecauxLive.
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Via: The Drum

JCDecaux Partners with Hachette UK for Twitter Book Club

JCDecaux has struck the first content partnership for its commuter book club, with publisher Hachette UK.

JCDecaux’s @RailBookClub scheme broadcasts book reviews and recommendations, sourced through Twitter, on digital screens in train stations across the UK. The out-of-home media owner launched the club in July 2013. Book publisher Hachette UK is its first partner.

The partnership will have the pair working together to create content for the club. It will give JCDecaux access to signed publications, limited edition manuscripts and other collateral to offer commuters, followers and clients through digital media.

The company will also gain access to authors such as Martina Cole, Jill Mansell and Cressida Cowell for events such as live Q&As, book readings and other one-off events.

Via: Brand Republic