Jc Decaux DM, Case study JC DECAUX STREET VIEW UNPAID BILLS by BBDO Brussels

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JC DECAUX STREET VIEW UNPAID BILLS

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Industry Business equipment & services
Media Direct marketing, Case study
Market Belgium
Agency BBDO Brussels
Art Director Toon Vanpoucke
Copywriter Morgane Chopinet
Account Supervisor Isabel Peeters, Charlotte Demey
Released April 2014

Awards

Cannes Lions, 2014
DIRECT LIONS Strategy: Retention BRONZE
DIRECT LIONS Use of Direct Marketing: Flat Mailing BRONZE
PROMO & ACTIVATION LIONS Use of Promo & Activation: New Product Launch/re-Launch or Multi-Product Promotion BRONZE

Credits & Description

Nowadays JCDecaux invests in digital and has a whole new range of digital features and new technologies for billboards. To obtain presentation meetings to inform Belgium's most important advertisers about our digital features and new technologies, we started from digital.As everyone knows, JCDecaux billboards are visible on the streets But theyâre also visible on the streets oF Google Street View.All these billboards have been left in place for years and years. Which means all these brands got years and years of free media space. So why not use this as a powerful B2B tool? Agency BBDO Belguim
Together with BBDO Belgium, JCDecaux sent 53 of Belgiumâs biggest advertisers a framed picture of their campaign on Google Street view. We attached a letter and a detailed invoice to inform them that their billboard had been visible on Google Street View for years and years without being paid for.
Of course we werenât going to let them pay this amount. The only thing we asked in return was to free up some of their time to listen to our sales team about our digital technologies and âHow to get the most out of your media planâ¦â
Brand: JCDecaux
Media: DM
Category: Professional services
Agency: BBDO
Geo: Belgium
JCDecaux: Unpaid bills
Advertising Agency: BBDO, Brussels, Belgium
Creative Directors: Arnaud Pitz, Sebastien De Valck
Art Director: Toon Vanpoucke
Copywriter: Morgane Chopinet
Account Supervisor: Isabel Peeters
Advertiser Supervisor: Veerle Colin
Published: April 2014