For brands
Smart Homes, pop-up cinemas and winter escapes: the best of creative OOH campaigns from January
JCDecaux OneWorld
OOH offers an exclusive opportunity for real-life interaction between brands and audiences. Furthermore, brands can create a memorable and relevant experience when they adapt their campaign messaging to OOH formats. They can encourage people to actively seek engagement with content that is both entertaining and contextual. Let us have a look at how Google, Renault and TUI used the OOH Street Furniture environment to maximise engagement and brand recall among their target audiences.
Google turns a bus shelter into a Smart Home | JCDecaux North America
Advertiser: Google Home, Google
Location: Chicago
Duration: 2 ½ weeks, 14/11/2016 – 02/01/2017
Format: Digital Street Furniture
Creative Solution: heater lamps, special build, touchscreen, audio, vinyl wraps
Google Home can turn a house into a Smart Home - a responsive, helpful and somewhat futuristic place to live. To demonstrate what Google Home can do, Google transformed four bus shelters in central Chicago into miniature Smart Homes. JCDecaux North America equipped each shelter with Google Home and made them look like different rooms in a house.
The touchscreens in each shelter displayed different household queries, and passers-by could control the “house” by choosing different commands. For example, if they chose to dim the lights, the lights inside the bus shelter responded. If they decided to turn up the thermostat, the integrated heat lamps switched on. Google Home made the bus shelter respond to questions and even play music on command!
Street Furniture was the perfect medium for Google Home. Google was able to use OOH to create a unique environment that perfectly accommodated their product. Without long-winded brand messaging, the audience walked away convinced, having had a real and memorable brand experience.
Renault pop-up cinema in the metro | IGPDecaux Italy
Advertiser: Renault, Renault-Nissan
Location: Rome
Duration: 3 ½ weeks, 16/01/2017 – 03/02/2017
Format: Transport, Metro
Creative Solution: domination, podium, experiential, interactive, pop-up cinema
Renault wanted to create not only an immersive but also an inclusive experience for Rome’s commuters. In addition to its full station domination, Renault gave people the opportunity to edit the film. Commuters could build a storyline using the eight clips available on the digital touchscreens outside the cinema. This way, the cinemagoers inside the auditorium saw a variation of the story during each viewing.
By blending storytelling into the campaign, Renault managed to create a unique and immersive experience for their audience. The escapism and entertainment aspects left a memorable impression and positive brand association during the otherwise repetitive and predictable commuter journey. Unsurprisingly, the campaign was a great success with extensive press social media coverage.
TUI beats winter blues | JCDecaux Norway
Advertiser: TUI
Location: Oslo, Stavanger
Duration: 1 week, 23/01/2017 – 30/01/2017
Format: Digital Street Furniture
Creative Solution: touchscreen, heating lamps, sound integration, vinyl stickers and wraps
After a rebrand, TUI (previously Star Tour) launched an awareness campaign that let passers-by experience a sunny TUI beach destination, despite it being the middle of the cold Norwegian winter.
JCDecaux Norway equipped three bus shelters with touchscreens, speakers and heat lamps. Passers-by interacted with the touchscreens, choosing different features of their ideal getaway. Doing what they do best, TUI then narrowed down the choice and presented them with the perfect destination. A lucky few even won Kr1000 voucher to go on their dream holiday. The rest could still enjoy a bit of warmth and tropical scenery under the heat lamps of the bus shelter.
This simple campaign was effective because it used OOH to its full advantage. The real-life interaction allowed the TUI audience to have a brand experience first-hand. By adapting to the time and place, TUI was able to tap into the audience’s wanderlust and accentuate the message delivery.
About JCDecaux Creative Solutions
Creative Solutions is an international division of JCDecaux that brings innovative Out-of-Home (OOH) concepts to on-street reality. Creative Solutions campaigns grab attention and build a dialogue with target audiences.
Whether special builds or Dynamic Content, dedicated teams around the world use the latest technologies to optimise campaigns across all OOH environments.
