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Win Signed and Illustrated ‘How to Train Your Dragon’ Books with @RailbookClub

Hachette UK has been the latest publisher to feature on JCDecaux’s content–led commuter book club, @RailBookClub. The book club invites rail passengers to tweet their recommendations for books to @RailbookClub, which are then run across JCDecaux’s national network of digital screens.
The latest campaign offers commuters the chance to win 11 signed and personally illustrated editions from Cressida Cowell’s How to Train your Dragon series to celebrate the much anticipated 20th Century Fox release of How to Train your Dragon 2. To enter the competition, commuters are invited to retweet the competition tweet and include its unique hashtag.
Moreover, from today pre-release copy will also be running across D6s, Transvision and DEPs.

JCDecaux Expands Transvision Network with Second Screen at Victoria Station

JCDecaux is expanding its Transvision network with the launch of a second screen at London Victoria Station. Part of JCDecaux’s investment in premium digital Outdoor, this second Transvision screen will strengthen their London rail portfolio, underlining the importance of the South-East commuter audience to brands.
Delivering a weekly footfall of over 1.7 million, Victoria Station is the second busiest rail station in the UK and operates as two separate termini.  The new screen will be located on the eastern side of the concourse, directly in front of a second experiential zone in the Station, facilitating campaigns that link screens to space.
The addition will bring JCDecaux’s Transvision network to 23 premium screens in 17 stations in the UK, delivering a powerful communications channel for brands to access the affluent, connected commuter audience.
The addition is part of a planned network of 26 Transvision screens in the UK.

JCDecaux Launches Channel 6 Network

JCDecaux has launched Channel 6, tying up a network of 1,400 retail and transport located digital screens in the UK.
The network will be specifically targeted around major retail and transport hubs to target retail consumers and has the potential to reach 40 percent of the UK population, according to the out-of-home specialist.Spencer Berwin, managing director for sales at JCDecaux, said: “Our investment has provided a new digital channel with national reach. The time is now right to highlight our national screen based channel in the active space – Channel 6.”
Last month JCDecaux unveiled SmartScreen, its new data-driven digital network of six-sheet screens, which launches across 400 Tesco stores nationwide on 7 April.
The network uses a scheduling system, called CAPTAIn SmartScreen and will use Dunnhumby insight to help brands schedule advertising messages to shoppers across the UK.
It automatically increases or reduces the frequency of display according to the data in order to show creatives at optimal times.
Via: Media Week

Telefónica Signs JCDecaux Street Furniture M2M Deal

Telefónica has announced it is partnering with outdoor advertising company JCDecaux to develop a range of M2M solutions.
The Spain-based operator said it will bring “enriched connectivity” and “new digital features and experiences” to JCDecaux’s municipal information devices, digital screens and self-service bicycle stations in Europe and South America.
For example, Telefónica said its M2M technology will enable the transmission and reception of pre-recorded or real-time advertising content on digital screens.
Municipal information messages can be delivered through remote management features, which will save out-of-home advertising companies “significant” maintenance costs due to the continuous data flows reporting the status of the displays.
Meanwhile, remote tracking data is available for shared bicycle schemes, such as the one in Paris, which the two companies said would help companies and public administrations to save significant costs in unit losses and maintenance.
A February report by Juniper Research predicted that the installed base of cellular M2M devices will approach 500 million modules by 2018, thanks to decreasing chipset prices.
According to Telefónica, there are more than four million active M2M cards in France, where JCDecaux is based.
Via: European Communications

Isabel Marant for H&M #LookNBook

Recently, JCDecaux Sweden promoted Isabel Marant’s collection with H&M.  They developed a 2m2 panel with frosted glass, which encased samples from the new collection. The call-to-action was clear: to tweet #LookNBook, which promptly revealed the garment from the collection for several seconds. If the product was to their taste, they could reserve the item. As a result there were 1,658 tweets with the hashtag ‘LookNBook’, not only building buzz around OOH advertising and the collection but building H&M’s relationship with their consumers. The social dialogue that was created on Twitter as a result of this campaign demonstrates the success in the promotion of Isabel Marant’s collection. The collaboration between Twitter and OOH was key to the success of the campaign as it developed dialogue between the advertiser and the consumer.
Via: JCDecaux OneWorld

JCDecaux Unveils SmartScreen

JCDecaux has unveiled the sales optimisation strategy and first research behind SmartScreen, the new insight-driven digital network of screens that is set to transform the future of digital outdoor advertising. In a series of media firsts, SmartScreen will enable optimised scheduling based on audience behaviour/sales and will introduce ratings as its new currency.
Defined as an intelligent screen powered by dunnhumby insight, the first SmartScreen network will launch across 400 Tesco stores nationwide on 7th April.
Backed by JCDecaux’s new scheduling system, called CAPTAIn, SmartScreen will optimise the delivery of a brand’s campaign across the network by automatically increasing or reducing the frequency of display, targeting customers according to their shopping behaviour. CAPTAIn accesses audience insight to display creatives at the optimal time for each individual campaign.
Research unveiled to an audience of clients and agencies at JCDecaux’s Business Breakfast Briefing showed that optimising play-out to the most relevant times benefits brands with incrementally higher sales uplifts.
SmartScreen research shows that the sales uplift delivered by digital screens is +9% higher than the uplift delivered by non-digital posters at supermarkets. Additionally optimising the schedule to reach the brands’ target audience through their SmartScreen technology provided a further +11% sales uplift.
JCDecaux’s investment in SmartScreen marks a move away from defining digital outdoor by panel numbers and loops, instead delivering campaigns based on the clients’ target audience and a move to an outdoor rating currency, a first for the Out-of-Home industry.
Via: JCDecaux

Marks & Spencer and JCDecaux Present the First Virtual Catwalk in the Netherlands

Marks & Spencer and JCDecaux Netherlands created a virtual catwalk in The Hague showcasing the new spring collection with an interactive bus shelter – the very first interactive campaign in the Netherlands to use the swipe technology. Using the interactive screen, passersby were able to swipe through the entire collection very easily, and when they selected a garment a catwalk clip was live streamed helping them to better visualize how it looked in reality. Every single garment from the collection had its own catwalk clip.
Passersby were encouraged to interact with the screen, and while swiping through the available outfits they could see the actual prices. All outfits on display were available for customers to order via the Marks & Spencer’s Dutch website and in their new flagship store near the bus shelter.
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Via: JCDecaux One World

Donate Warmth Via Bus Shelters

In the Autumn of 2013, Vienna’s City Park, one of the most important sleeping areas for homeless in Vienna, became restricted to them. Consequently hundreds of people suffered from this.
In order to draw attention to this issue, Gewista developed a heating 6-sheet by replacing florescent tubes with heat lamps. For €1 people waiting for the bus could enjoy warmth a few minutes, while the donated money helped to slightly improve the lives of homeless people.
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The Power of Big 3

JCDecaux has unveiled The Power of Big 3 research project, which provides a close analysis of JCDecaux’s core mall digital 6-sheet network and the effect of M-Vision to a campaign’s success.
JCDecaux’s key research findings reveal that the mall digital 6-sheet network doubles the spontaneous brand awareness and also increases spontaneous ad awareness by 61%. JCDecaux can also reveal that mall digital 6-sheets increase levels of purchase intent by 47%.
The Power of Big 3 also reveals that the addition of M-Vision increases the premium nature of a brand and heightens levels of consideration and recommendation.
As part of JCDecaux’s investment in premium digital Outdoor, JCDecaux’s M-Vision screens will become part of a planned network of 43 large-format screens in city centres at malls and train stations, with the national digital 6-sheet network set to rise to 1400 screens across environments in 2014.
Via: JCDecaux

Motion@Waterloo Goes Live

The UK’s largest indoor advertising screen, Motion@Waterloo, goes live for the very first time at London’s Waterloo railway station today.
Motion@Waterloo is a powerful new communications channel at the UK’s busiest station, delivering a captive audience of four million commuters every fortnight. Part of JCDecaux and Network Rail’s vision for the future of rail advertising, it consists of a state-of-the-art, 40 x 3 metre, 6mm pixel, high-definition screen spanning the length of the concourse.
Motion@Waterloo is part of a plan targeting the affluent commuter audience in a progressive way across Waterloo, Euston, Victoria and Charing Cross stations. Reaching an audience of two million highly connected commuters, Motion@Waterloo is a key ‘gateway’ to London and the affluent South East.