In Their Hands
One of the simplest and yet most efficient ways of engaging with consumers is by giving them the opportunity to try a product. Out-of-Home is the ideal advertising medium to place advertisers products in the hands of potential purchasers. JCDecaux has conducted numerous campaigns that deliver product trial, through 2m2 panels that are turned into product Dispensers, with panels that deliver bursts of Scent, or by using QR codes or NFC enabled panels.
McCain - Voucher & Scent – UK
McCain and JCDecaux UK wanted to demonstrate the delicious taste of the new McCain ready baked jacket potatoes. For this, they created 3D jacket potatoes at bus shelters across the UK, that were set to heat up the nation during the cold winter months. When consumers pressed a button on the poster, a hidden heating element gently warmed the potato and released the mouth-watering aroma of a slow oven-baked jacket potato throughout the bus shelter. The aroma was developed in collaboration with a specialist scent lab to accurately match the warming scent of McCain Ready Baked Jackets. The bus shelters also dispensed vouchers redeemable across multiple retailers.
Revlon – Voucher Dispenser – Australia
JCDecaux Australia conducted a vouchering campaign for Revlon. They used Dispensers on their 2m2 panels to give out coupons printed on business cards that allowed participants to receive a sample of Revlon make-up redeemable in major shopping centres across Sydney and Melbourne.
Halls – Dispenser & NFC – USA
A dispenser allowed passers-by to try Halls’ new brand ‘Warm Ups’, a new type of warming and cooling mentholated cough drop. NFC also urged pedestrians to vote for their favourite flavours via NFC-capable posters.
The dispensers were strategically placed outside Walgreens pharmacies which stocked the new lozengers.
Armani Aqua di Gioia – Scent Diffuser – France
To promote the new Armani perfume for women, Aqua di Gioia, JCDecaux France and L’Oréal wanted pedestrians and commuters to try their new product. For this, they installed Scent Diffusers in bus shelters in Paris. Pedestrians were asked to press a button to get a spray of the perfume.
Haagen Dazs – Touchscreen & QR codes – France
To demonstrate the large choice of Haagen Dazs ice cream flavours, JCDecaux Innovate installed touchscreens in Paris, where passers-by were invited to select their favourite flavour. They could then download a QR code that gave them a free scoop of ice cream if they bought a scoop in a Haagen Dazs ice cream parlour. This campaign helped increase Haagen Dazs sales, but it also helped the brand to find out more about their consumers’ taste.
