| Cannes Lions, 2015 | ||
|---|---|---|
| DIRECT | PRODUCT & SERVICE: BUSINESS PRODUCTS & SERVICES | SILVER |
| DIRECT | USE OF DIRECT MARKETING: DIRECT RESPONSE PRINT OR STANDARD OUTDOOR (INCL.INSERTS) | BRONZE |
| Eurobest Awards, 2015 | ||
| Media | Use Of Media: Use of Outdoor | Bronze Eurobest |
| Caples Awards 2016 | ||
| Promotional/Activation Effort | - | Bronze |
| IMC European Awards 2016 | ||
| Belgian Winners | B2B | Gold |
| Belgian Winners | Small Budget | Silver |
Brand: JCDecaux
Media: Outdoor
Media: Media
Agency: BBDO
Geo: Belgium
JCDecaux: Personal billboards
Advertising Agency: BBDO, Belgium
Creative Directors: Arnaud Pitz, Sebastien De Valck
Creatives: Toon Vanpoucke, Morgane Choppinet
Account Supervisor: Isabel Peeters
Account Manager: Marleen Depreter
Brief Explanation
Belgium Leading marketing directors never have the time to attend our presentations. As they don’t have the time to listen, we wanted marketing directors to experience for themselves how effective outdoor is.
Results and Effectiveness
They reacted how we wanted: Confused and annoyed that people kept contacting them to know what the purpose was. We responded with an email apologizing for any inconvenience: “We just wanted you to experience the effectiveness of outdoor advertising, As you got so many reactions from only one single billboard, just imagine what our entire network could do for your brand!”. Why wouldn’t they free up some of their time now? After all, they experienced the effectiveness of outdoor for themselves. So every single one of them booked a presentation, so we reached a response of 100 %
Creative Execution
Without asking permission, we put a photo of each director on a single billboard along with their name and an email address of JCDecaux. Then we waited for a reaction, so they could tell us themselves how effective outdoor still is.
Insights, Strategy and the Idea
Our target was to reach Belgium’s leading marketing directors, because those are the people with the upper hand in plans for campaigns. We wanted them to attend our presentation where we show that even in these modern times, outdoor is still a very effective medium. But as they are very busy people that receive thousands similar requests a day, we knew an email wouldn't do. So, we had to find another way to get their attention.