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Here's a sampling of JCDecaux's latest Innovate campaigns! Across Airports, Street Furniture, Transit and MallScape this spring, we worked closely with our clients to host outstanding campaigns in several top markets, guaranteeing reach, frequency and eye-catching coverage.
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Airport
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Sample Tanqueray at JFK
At JFK's Terminal 4, Tanqueray pioneered a sampling exhibit for the months of April and May. A veritable tasting station and brand experience dominated the retail and lounge area of the terminal. In addition to the oversized, 15' x 15' exhibit itself, we wrapped stairs, both sides of glass escalator panels, and additional signage in the ticketing area. The rich and vibrant imagery featuring the iconic Tanqueray bottle drew travelers in to sample the mouthwatering gin - a perfect pre-flight sendoff!
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IBM colors travelers's worlds in their "Smarter Cities" campaign at JFK
At Terminal 8, IBM launched a month-long interactive exhibit to exemplify the benefits of a smarter supply chain as part of their "Smarter Cities" campaign. Focusing on the retail industry, IBM illustrates how their technology works in a simple fashion: when a traveler stands in front of the exhibit, the exhibit detects the color of their clothing and then the exhibit itself changes color to match that of the traveler's clothing. The result is a simple and engaging example of how a smarter retail system can work. And for the harried traveler, the exhibit provided a fun and easy distraction! |
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Street Furniture
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SUE escapes from JCDecaux bus shelters!
SUE, the most complete, best-preserved T.rex and the pride and joy of The Field Museum, comes to life on the streets of Chicago thanks to JCDecaux's floor projection units. Through mid-July, six bus shelters are lighting up the sidewalks with a subtly scary fossil of this dinosaur right at the tips of pedestrians' toes. The shelters are also outfitted with an audio component that delivers a prehistoric T.rex roar!! Combined with a super-vivid poster featuring a creative harkening back to the sci-fi horror movies of the 50s, this eye-and ear-catching media trifecta has people screaming with excitement!
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Iron Man 2: like a coat of armor on Chicago bus shelters
For the May 7 release of Iron Man 2, JCDecaux outfitted Chicago bus shelters with Showscreens featuring the trailer for this eagerly-anticipated comic-hero blockbuster sequel. Pedestrians and passengers waiting for the bus were treated to a visual and audio experience that generated buzz and excitement for the movie. A total of 66 panels featured the Iron Man 2 poster; 5 Showscreens and wraps completed the package.
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In Chicago, WE's "The Locator" connects with viewers
For the month of April, Chicagoans were connected with clips from The Locator, WEtv's show about one man who helps people reunite with long lost friends and family members. Building on the premise of the show, WE's media campaign included 4 Touchscreen units featuring buttons that viewers could press to connect them to various clips from the show. Everyone loves a good love lost-and-found story, and Touchscreens allow people to get involved.
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American InterContinental University - time for class!
AIU premiered 6 countdown clocks integrated into their bus shelter ads as part of their coverage in Chicago. AIU allows students to enroll in their programs every 5 weeks; our Innovate units were tailored to "count down" to the registration dates. Acting as a reminder for existing students and a clever inspiration to pedestrians or bus passengers who might be considering enrolling, AIU is clearly ahead of schedule when it comes to innovative advertising!
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Starbucks brews on the streets of Chicago and Boston
Two cities, 80 bus shelters, 6 Showcases and 6 wraps - Starbucks knows how to stay in front of people's eyes! From March through May, JCDecaux changed Starbucks' creative every week for 8 weeks so they could feature their blend of the week. The coffee megabrand covered Boston and Chicago by enrobing pedestrians and bus passengers with a visual and sensual experience. Showcases were filled with their revered coffee beans and wraps provided a message from Starbucks directly to its coffee drinkers.
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New Balance runs Boston
For 4 weeks prior to the Boston Marathon on May 18, New Balance blanketed the city of Boston with 132 units, 2 of which included wraps. Acting as unofficial ambassadors to the city and its iconic Boston Marathon (a move that received a lot of press for New Balance!), the Massachusetts running shoe brand was able to reach a global audience comprised of corporate sponsors, elite runners, running enthusiasts, local and visiting onlookers. As tv cameras panned the city and followed the running trail, New Balance sprinted to the forefront of this event!
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Museum Fine Arts Boston picks up passengers for the Afterlife
Next Stop - The Afterlife: To promote the last months of their "Secrets of Tomb 10A - Egypt 2000 BC" exhibit, MFA Boston utilized bus shelter wraps with this tagline to intrigue passengers waiting for their bus. A transparent, smoky creative featuring an Egyptian figure with a walking stick and haunting eyes leads the way. All stops end here [at MFA Boston]!
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Transportation
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Port Authority Bus Terminal (PABT) gets wrapped!
It all started in March with MetroPCS wrapping the windows on the corner of Eighth Avenue and 42nd Street. The larger-than-life wrap measured 14'h x 48'w on one corner and 14'h x 150'w on the other. Next up: ESPN!
ESPN scores at NYC's PABT
If you're not a soccer fan already, you'll be one after you see this. ESPN launched a streetside art gallery for the 2010 World Cup by wrapping the corner of the North Building at the PABT. Consisting of 32 unique creatives celebrating each team playing in the World Cup, this massive mosaic measures about 13' x 198' and really packs a punch on this hyper-busy corner. The global spirit of the game, hosted by South Africa, is perfectly captured by this astounding installation.
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MallScape
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H&M dives in to malls with Showscreens and Touchscreens!
This spring, our longtime collaboration with client H&M has lead to an inaugural use of Showscreens and Touchscreens in 5 markets around the country (NY, LA, Chicago, DC, Orlando and Sacramento). Each head-on ad, strategically located in front of competitor's stores, featured a Showscreen that played a video of outtakes from H&M's 2010 swimwear campaign. At the press of a button, shoppers could view highlights of the collection and listen to music that unquestionably put people in the carefree summer mood - perfect for bathing suit shopping!
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The One Show
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On May 13, JCDecaux NA sponsored the 2010 One Show Advertising Award Festival
in New York
The One Show, produced by The One Club (the world's foremost non-profit organization devoted to elevating creative work in the advertising and design industries), showcases the world's best creative work across all media and remains the pinnacle of achievement for these industries. JCDecaux was the exclusive media company invited to display its products at this event. During the pre-awards cocktail party, more than 800 guests from the creative advertising world interacted with several of our Innovate units.
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