The Winner: Latvia, Air Baltic

Location: Riga
Campaign Duration: 4 days, 18/11/2015 - 21/11/2015
Format: Street Furniture
Creative Concept: Special Build and Special Lighting, Interactivity, Speech Recognition, Free Giveaway

To promote the annual festival Staro Riga, which celebrates the independence of the Republic of Latvia, Air Baltic teamed up with JCDecaux Latvia to give passers-by an opportunity to win a trip for two to different European cities. Seven bus shelters in Riga were transformed to look like Paris, London, Oslo, Hamburg, Milan, Prague, and Barcelona. To win, pedestrians had to say the phrase "I Love Staro Riga" in the respective language of the bus shelter. If they said it correctly the bus shelter would cheer and flash green, if not, it would boo and turn red. Each person had two chances, and they had to say it correctly both times in order to be entered into the competition Staro Riga.

Campaign Results

The campaign was a great success with over 13,400 entries over four days. Air Baltic picked the right time to create an entertaining and personable campaign that allowed its audience to interact and experience the brand.
 

1st Runner Up: USA, Jose Cuervo

Location: John F. Kennedy International Airport, New York
Campaign Duration: 4 weeks, 02/11/2015 - 30/11/2015
Format: Airport
Creative Concept: Experiential, Special Build, Sampling

During the 1972 North America Tour, Jose Cuervo tequila joined the Rolling Stones on a wild Rock n Roll party in what came to be known as the Tequila Sunrise Tour. Jose Cuervo wanted to celebrate with the passengers flying through JFK, the band's legacy - the signature Jose Cuervo Tequila Sunrise that was made popular during the tour. Working with JCDecaux NA Jose Cuervo recreated the infamous touring plane on a specially built 1,500 square foot podium. Passengers could take a seat, grab a Jose Cuervo Tequila Sunrise, and literally drink in the 70s Rock n Roll atmosphere.
 

2nd Runner Up: Czech Republic, BabiCCina Volba (flour brand)

Location: Prague
Campaign Duration: 10/11/2015 - 17/12/2015
Format: Street Furniture
Creative Concept: Special Build, Vinyl Wrap

The flour brand Babiččina Volba worked with JCDecaux Czech Republic to give the commuters in Prague some inspiration for their Christmas table. A bus shelter was fully branded and wrapped, and post-it notes with different Christmas pastry recipes were stuck all over the wall. Passers-by could peel off the recipes and take them home to try. Post-its were restocked whenever they ran out to make sure everyone who passed the shelter during the campaign had a chance to pick up a new recipe. This on-trend foodie campaign was a great initiative because it offered interaction to the key audience of Babiččina Volba. In addition, the brand indirectly inspired the consumer to go out and buy their product so they could try the new recipe. The campaign was timely and left a positive impression of the brand.
Babiccina Volba, JCDecaux Netherlands, special build, Nov 2015


Discover about creative solutions by JCDecaux Innovate

JCDecaux Innovate creates bespoke creative outdoor solutions from concept to on-street reality. Our teams worldwide are dedicated to pushing the boundaries and challenging the conventions of Out-of-Home advertising by delivering outstanding and truly memorable campaigns. Last year, we have implemented over 1,600 Innovate campaigns in over 45 countries worldwide. By using JCDecaux Innovate, clients are able to optimise the impact of their Outdoor campaigns and to maximise the engagement with their target audience. Wish to find out more? Get in touch with our team to find out the possibilities or discover how JCDecaux's creative solutions add an extra dimension to campaigns to create a truly memorable impression on your audience.