Best creative campaigns in February stood out because they focused on the audience, they were fun and surprising for the passers-by without being overly self-promotional. Have a look at the top three campaigns from last month as voted by JCDecaux teams around the world!
Winner: Reebok, JCDecaux Sweden
Location: Drottninggatan, Stockholm
Duration: 2 days, 25/02/16 – 26/02/16
Format: Street Furniture
Creative Solution: showcase, speed sensor, special build, experiential, prize
Reebok worked in collaboration with Animal and JCDecaux Sweden to promote their trainer ZPump 2.0. Reebok reached out directly to their key demographic by challenging them to a race. A free standing panel enabled with a speed camera measured how fast the person would run past it. If the runner reached the speed of 7km per hour, the panel would open and the winner could grab a free pair of Reebok trainers. The campaign was a fantastic success with 250 speedy winners and 275,000 views on YouTube and an additional 30,000 social shares. Here we see a brand
utilising its Outdoor presence in a highly engaging yet simple way, and speaking to their key audience directly.
1st Runner Up: Paramount, Zoolander2, JCDecaux Italy
Advertiser: Paramount, Zoolander2
Duration: 2 weeks, 04/02/16 – 18/02/16
Format: Transport, Metro
Creative Solution: domination, vinyl wrap, special build, special lighting, integrated sound effects
Mirroring Zoolander’s love for the lime light, Paramount and IGPDecaux created a VIP experience for the commuters of Milan. When entering the Milan metro station, commuters found themselves suddenly on the red carpet, surrounded by sounds of screaming fans and paparazzi flashes. People could strut all the way down the long corridor and take selfies just like Eric in the movie. The campaign reached on average 51,000 people each day and it was a memorable immersive experience for Zoolander fans.
2nd Runner Up: Warner Bros/20th Century Fox, Creed, JCDecaux Chile
Advertiser: Warner Bros, 20th Century Fox, Creed
Location: Santiago, Chile
Duration: 1 day appearance, 02/02/2016
Format: Transport, metro
Creative Solution: experiential, vinyl wrap, merchandise
To promote Creed, the latest instalment of the legendary boxing films Rocky, JCDecaux Chile invited the famous Chilean boxer Martin Vargas to greet commuters at Baquedano Station in Santiago. In vein of the infamous training scene in 1976’s Rocky, commuters were invited to climb the stairs to the sound of cheers. But the best part was their amazement to meet Martin Vargas at the top! Finally, those who really gave it their all, like the characters Rocky and Adonis did in the films, also walked away with a free Creed t-shirt. The campaign created a once in a lifetime opportunity for many, who walked away with a truly memorable experience and excitement for the latest film Creed.