Jc Decaux Case study JC DECAUX STREET VIEW UNPAID BILLS by BBDO Brussels
Jc Decaux: JC DECAUX STREET VIEW UNPAID BILLS
Awards:
| Cannes Lions, 2014 | ||
|---|---|---|
| DIRECT LIONS | Use of Direct Marketing: Flat Mailing | BRONZE |
| DIRECT LIONS | Strategy: Retention | BRONZE |
| PROMO & ACTIVATION LIONS | Use of Promo & Activation: New Product Launch/re-Launch or Multi-Product Promotion | BRONZE |
| Epica Awards 2014 | ||
| Direct | Business to Business Direct | Gold |
| Caples Awards 2014 | ||
| Campaigns | Launch campaign | Gold |
| Direct Mail & Print | Direct mail, dimensional | Silver |
| Other Media | Retention/Loyalty, non-mail | Silver |
| D&AD Awards 2015 | ||
| Direct | Direct Mail | Wood Pencil |
Credits & Description:
Type of entry: Use of Direct Marketing
Category: Flat Mailing
Advertiser: JC DECAUX
Product/Service: OUTDOOR ADVERTISING
Agency: BBDO BELGIUM Brussels, BELGIUM
Client: JC DECAUX
Product: OUTDOOR ADVERTISING
Entrant: BBDO BELGIUM Brussels, BELGIUM
Type of Entry: Use of Direct Marketing
Category: Flat Mailing
Entrant Company : BBDO BELGIUM Brussels, BELGIUM
Advertising Agency : BBDO BELGIUM Brussels, BELGIUM
Creative Director: Arnaud Pitz (BBDO Belgium)
Creative Director: Sebastien De Valck (BBDO Belgium)
Art Director: Toon Vanpoucke (BBDO Belgium)
Copywriter: Morgane Chopinet (BBDO Belgium)
Account Supervisor: Isabel Peeters (BBDO Belgium)
Advertiser Supervisor: Veerle Colin (JC Decaux)
Describe the brief from the client:
JCDecaux needed to inform their existing customers advertisers about their new innovations. The aim was to obtain presentation meetings to inform Belgium’s most important advertisers about our digital features and new technologies.
Creative Execution:
We have sent each advertiser a framed picture of his own campaign on Google Street View. So we used digital content as a subject of our mailing to 53 of Belgium’s biggest advertisers. This way there is a clear link between our mailing and the digital features and innovations we want to inform them about.
Creative Solution to the Brief/Objective:
JCDecaux billboards are not only visible on the streets but also on the streets of Google StreetView. Which means all these brands got years of free media space. So we sent them a framed picture of their Google StreetView-campaign with a letter and a detailed invoice to inform them about this issue. Of course we weren’t going to let them pay this amount. The only thing we asked them in return was their time to listen to our sales team. 60% of the advertisers reacted spontaneously. After a follow-up by our sales-team we obtained an extra 95 % of meetings.
Results:
We send the Direct Mail to 53 of Belgium’s biggest advertisers. 60% of them (32 advertisers) reacted spontaneously. After a follow-up by our sales-team we obtained an extra 95 % of meetings.