Best Creative Campaigns of October: Contactless Payments, Virtual Experiences and Experiential
Technology and experiential made up the best creative campaigns in October. We saw some amazing submissions with advertisers embracing technology and allowing their audience to get closer to the brand through experience.
The Winner: Australia, MIA Melanoma Institute
Advertiser: MIA Melanoma Institute Australia Location: Sydney, Pitt St Mall Duration: 1 week, 06/10/2015 – 13/10/2015 Format: Street Furniture Creative Concept: Contactless Payment, Interactive, Digital
Melanoma Institute Australia, Disciple agency and JCDecaux worked together to create an impactful and creative campaign incorporating contactless payment. The campaign utilised the digital screen on a free-standing panel. The screen depicted a growing melanoma tumour. When someone made a donation using their contactless bank card via PayPass Tap And Go (NFC technology), the tumour shrank. It restarted to grow until the next donation was made. If lots of people made donations, the tumour continued to die away until it was barely visible.
Melanoma Institute Australia, JCDecaux Australia, Contactless Payment, Winner Best Campaign 2015
Despite the unfamiliarity of the audience with this first-of-its-kind outdoor integration, the campaign achieved impressive levels of interaction. This campaign was simple in principle, yet poignant. Not only did MIA managed to raise awareness, it also actively raised funds. Amazing creative and flawless execution!
1st Runner Up: France, Pullman Hotels
Advertiser:Pullman Hotels, ACCOR Hotels group Location: Paris, Charles de Gaulle Airport Duration: 3 days, 15/10/2015 – 17/11/2015 Format: Airport Creative Concept: Virtual Reality (Oculus), experiential, advanced display technology
Passengers flying via Paris had a very special preview of the newest Pullman Hotel opening on the 15th October at Charles de Gaulle Airport. Travellers were delighted to try on the special goggles and virtually look and walk around the hotel. To change rooms, one had to simply focus on a dedicated symbol within the image. The camera inside the goggles read eye-movement and responded by changing the image accordingly. Participants could also have a picture taken of them during their experience and have it shared on social media with the hashtag #pullmanexperience. The campaign was a great initiative by the Pullman Hotel and JCDecaux France, literally bringing the Pullman experience to their target audience.
Peru Travel, IGPDecaux, Italy, experiential tram, October 2015
Thanks to Peru Travel and IGPDecaux, during one October week in Milan, people could have an authentic Andean experience, without any air travel. A tram was transformed into a customised “food-tram”. On board, passengers could taste speciality foods cooked up by renowned chefs, while listening to live music from the region. To enjoy this unusual journey, one could easily register in advance for a seat online. The campaign was a great success with 1200 registrations and plenty of satisfied commuters who got to experience a taste of Peru!
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 more information about JCDecaux Innovate and discover the possibilities!