NEW YEARS WISH by Jcdecaux, Tribal Amsterdam for Jc Decaux

Adsarchive » Promo , Case study » Jc Decaux » NEW YEARS WISH

NEW YEARS WISH

Pin to Collection
Add a note
Industry Advertising agencies, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Netherlands
Agency Jcdecaux
Agency Tribal Amsterdam
Art Director Yona Hümmels
Copywriter Stef Jongenelen
Released December 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: JCDECAUX
Product/Service: OUTDOOR ADVERTISING COMPANY
Agency: DDB AMSTERDAM
Agency: JCDECAUX
Date of First Appearance: Dec 29 2010
Entrant Company: DDB AMSTERDAM, THE NETHERLANDS
Art Director: Yona Hümmels (DDB Amsterdam)
Copywriter: Stef Jongenelen (DDB Amsterdam)
Media placement: Outdoor - JC Decuax Bus Shelters - 29-12-2010

Insights, Strategy & the Idea

JCDecaux wanted to wish their clients and relations (media, marketing, and advertising people) happy holidays. We came up with the following plan: Use JCDecaux’s own outdoor media to wish them happy holidays, and not only target them, but also target consumers, the people you normally bother with advertising. This way you prove the strength of your outdoor media to your clients and at the same time earn sympathy from the consumer. But we did more. We also decided to come up with a poster that people could interact with. This way the poster would be a strong portfolio piece for the brand, and more fun for the people in Holland.

Creative Execution
We came up with a series of posters that gave people the opportunity to make their own personalised New Year’s wish, simply by taking a photo of themselves in front of the poster. They had the choice between being launched by fireworks, juggling “oliebollen” (a traditional Dutch New Year’s treat) or being kissed by a sexy Santa. After taking the photo, people could print it out and send it by post, or immediately send the New Year’s wish to their friends by MMS or email.

Results and Effectiveness
The employees of JCDecaux immediately started using the posters to personally wish their clients and relations happy holidays, thus showing what’s possible with their outdoor media. They received a lot of positive reactions from their clients and relations about the idea.
And even a couple of consumers reached out via email to compliment JCDecaux with the idea, so the people of Holland were also happy to use the posters and wish their friends happy holidays in a very original way.