With his invention of the advertising bus shelter in 1964, Jean-Claude Decaux enabled advertisers to communicate with city dwellers through city centre advertising. This invention revolutionised outdoor communication and paved the way for unparalleled concepts and products. New advertising furniture, poster format, frequency of advertising campaigns, etc. For 50 years, JCDecaux has been consistently creative in order to provide brands with increasingly impactful communication resources.
As early as the end of the 1990s, the Group’s UK subsidiary offered advertisers event-based communication formats and customised billboard media. In 1998, the first advertising campaign using digital media was launched in the Vienna underground railway system.
In 2004, JCDecaux UK set up the JCDecaux Innovate Division, a laboratory of ideas offering advertisers event-based, interactive or digital campaigns in order to immerse city dwellers further into the brand universe.
This new division expanded in France in 2005 before being exported gradually. Today, there are more than 50 Group subsidiaries implementing JCDecaux Innovate campaigns around the world.
Augmented reality, interactive advertising, complete envelopment of street furniture, distribution of samples, etc. An average of 1,500 JCDecaux Innovate campaigns are produced each year by dedicated teams, enabling brands and consumers to interact in an original and entertaining manner.
In 2012, the campaign created by JCDecaux Innovate UK for McCain won a Silver Award during the Cannes Lions festival. The following year, JCDecaux Innovate France won awards on three occasions: Media Strategy Grand Prix and Best Global Strategy for the Mastercard “Priceless” campaign, best Event-based Strategy for McDonald’s communication system and best use of an On/Off line Media for the release of the film “Wrath of the Titans”. In addition, the campaign produced for Pepsi in the United Kingdom received a Bronze Award at the 2014 Cannes Lions festival and has posted more than 7 million views on YouTube.
With JCDecaux Innovate, the Group has, once again, demonstrated that innovation, its founding value, is still driving its development, 50 years after the invention of the advertising bus shelter by Jean-Claude Decaux.