jcdecaux i n n o v a t e - jcdecaux north america, … · create mini art galleries for your brand...

i n n o v a t eJCDecaux

www.jcdecauxna.comSpring 2011

Showcases & DisplaysSpecial BuildsShowscreens & TouchscreensAltered ImagerySpecial Lighting EffectsFull WrapsHeating & Cooling DevicesSampling & VoucheringMobile Interactivity Scrolling Storyboard

JCDecaux Innovate is dedicated to creating custom-made outdoor solutions tailored to achieving our clients’ advertising objectives.

From exciting brand launches to awareness campaigns, JCDecaux will take a marketing objective from concept to on-street reality.

What follows is a range of solutions we have devised to fit our clients’ marketing needs. By providing the cutting edge in outdoor innovation, JCDecaux adds a new experiential dimension to out-of-home communication and engagement.

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Your Paint Our Canvas

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Create mini art galleries for your brand by inviting viewers to examine and experience your product with Showcases.

Showcases feature transparent, double-sided display cases which can be used to house virtually any 3-dimensional product. These display cases can be filled with liquid or solid elements or a product can be hung inside. Showcase units are fitted with graphic borders surrounding the case and have internal lighting.

Benefits of Showcases and Displays• Eye-catching• Interactive • Offer full product display area • Provide creative flexibility

Your Paint Our Canvas 3

Showcasesa n d D i s p l a y s


In Spain, Moet & Chandon placed actual bottles of champagne on “ice.”

Dreyer’s turned a Showcase in Hong Kong into a freezer filled with ice cream.

In Turkey, Nutella placed a giant bottle in a Showcase and topped it with a chef’s hat.

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Showcasing your actual product, without distraction, straight to the consumers’ eye!

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Mer Du Nord made a kiosk in Brussels into a shop window for their fashion collection.

Nivea used a “tease and reveal” approach in a Showcase in France by opening and closing a curtain which revealed their new cosmetic line.

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Showcasing your actual product, without distraction, straight to the consumers’ eye!



To feature Starbucks’ coffee blend of the week in Chicago, JCDecaux changed their creative every week for 8 weeks. A new sticker describing what was being “brewed this week” was applied to the face of every Showcase, and the case itself was filled with Starbucks’ revered coffee beans.

For HBO’s highly-anticipated series “Boardwalk Empire,” we turned five of our Chicago bus shelters into mock speakeasies with our Liquid Showcase.

The Showcase housed a hollow whiskey bottle denoting how many days were left until the show began. The bottle itself was filled with “whiskey” and for 30 days counting down to the premiere of the show, the liquid level dropped daily.

This campaign for Victoria’s Secret in Chicago promoted the opening of their flagship store and included three Showcase units, each posted on the same shelter in consecutive flights.

One Showcase featured the gift bag that was included with in-store purchases; the store ran out of the gift bags the first day of the campaign, deeming the Showcase feature a success! CLIENT: Starbucks

PRODUCT: ITALIAN ROAST StickerJOB#: O00101SPACE: Sticker 4/CBLEED: NoneTRIM: 10” x 18”SAFETY: NoneGUTTER: NonePUBS: OOHISSUE: NoneTRAFFIC: Janette Sernaque LeightonART BUYER: NoneACCOUNT: Michael VergaRETOUCH: NonePRODUCTION: Tony RussoART DIRECTOR: Danilo BoerCOPYWRITER: None

This advertisement was prepared by BBDO New York

FontsHelvetica Neue (75 Bold), Ziggurat (HTF Black)Graphic Name Color Space Eff. Res.italian_roast_2006.psd (CMYK; 223 ppi)

Filename: O00101_SBS_GEN_V1.inddProof #: 1 Path: STARBUCKS:Volumes:STARBUCKS:O0...Mechanicals:O00101_SBS_GEN_V1.indd Operators: Wolcott, Catherine / Santoro, Jonathan

Ink Names Cyan Magenta Yellow Black

Created: 2-25-2010 12:11 PM Saved: 3-1-2010 5:40 PMPrinted: 3-1-2010 5:41 PMPrint Scale: None

PINK BACKGROUND DOES NOT PRINT

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CLIENT: StarbucksPRODUCT: GOLD COAST StickerJOB#: O00100SPACE: Sticker 4/CBLEED: NoneTRIM: 10” x 18”SAFETY: NoneGUTTER: NonePUBS: OOHISSUE: NoneTRAFFIC: Janette Sernaque LeightonART BUYER: NoneACCOUNT: Michael VergaRETOUCH: NonePRODUCTION: Tony RussoART DIRECTOR: Danilo BoerCOPYWRITER: None


FontsHelvetica Neue (75 Bold), Ziggurat (HTF Black)Graphic Name Color Space Eff. Res.gold_coast_blend_2006.psd (CMYK; 223 ppi)





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CLIENT: StarbucksPRODUCT: Cafe Estima StickerJOB#: O00099SPACE: Sticker 4/CBLEED: NoneTRIM: 10” x 18”SAFETY: NoneGUTTER: NonePUBS: OOHISSUE: NoneTRAFFIC: Janette Sernaque LeightonART BUYER: NoneACCOUNT: Michael VergaRETOUCH: NonePRODUCTION: Tony RussoART DIRECTOR: Danilo BoerCOPYWRITER: None


FontsHelvetica Neue (75 Bold), Ziggurat (HTF Black)Graphic Name Color Space Eff. Res.cafe_estima_blend_2006.psd (CMYK; 223 ppi)





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CLIENT: StarbucksPRODUCT: KOMODO DRAGON StickerJOB#: O00102SPACE: Sticker 4/CBLEED: NoneTRIM: 10” x 18”SAFETY: NoneGUTTER: NonePUBS: OOHISSUE: NoneTRAFFIC: Janette Sernaque LeightonART BUYER: NoneACCOUNT: Michael VergaRETOUCH: NonePRODUCTION: Tony RussoART DIRECTOR: Danilo BoerCOPYWRITER: None


FontsHelvetica Neue (75 Bold), Ziggurat (HTF Black)Graphic Name Color Space Eff. Res.komodo_dragon_blend_2006.psd (CMYK; 223 ppi)





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CLIENT: StarbucksPRODUCT: SUMATRA StickerJOB#: O00103SPACE: Sticker 4/CBLEED: NoneTRIM: 10” x 18”SAFETY: NoneGUTTER: NonePUBS: OOHISSUE: NoneTRAFFIC: Janette Sernaque LeightonART BUYER: NoneACCOUNT: Michael VergaRETOUCH: NonePRODUCTION: Tony RussoART DIRECTOR: Danilo BoerCOPYWRITER: None


FontsHelvetica Neue (75 Bold), Ziggurat (HTF Black)Graphic Name Color Space Eff. Res.sumatra_2006.psd (CMYK; 223 ppi)





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CLIENT: StarbucksPRODUCT: Caffe Verona StickerJOB#: O00098SPACE: Sticker 4/CBLEED: NoneTRIM: 10” x 18”SAFETY: NoneGUTTER: NonePUBS: OOHISSUE: NoneTRAFFIC: Janette Sernaque LeightonART BUYER: NoneACCOUNT: Michael VergaRETOUCH: NonePRODUCTION: Tony RussoART DIRECTOR: Danilo BoerCOPYWRITER: None


FontsHelvetica Neue (75 Bold), Ziggurat (HTF Black)Graphic Name Color Space Eff. Res.caffe_verona_2006.psd (CMYK; 223 ppi)





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CLIENT: StarbucksPRODUCT: EAST AFRICA (RED) StickerJOB#: O00104SPACE: Sticker 4/CBLEED: NoneTRIM: 10” x 18”SAFETY: NoneGUTTER: NonePUBS: OOHISSUE: NoneTRAFFIC: Janette Sernaque LeightonART BUYER: NoneACCOUNT: Michael VergaRETOUCH: NonePRODUCTION: Tony RussoART DIRECTOR: Danilo BoerCOPYWRITER: None


FontsHelvetica Neue (75 Bold), Ziggurat (HTF Black)Graphic Name Color Space Eff. Res.africa_africa_stamp_2.psd (CMYK; 223 ppi)





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6Your Paint Our Canvas

Amaze pedestrians and transit riders when they least expect it by adding on 3-Dimensional creative elements to a campaign.

Advertisers can provide imposing and dramatic imagery for street-level landscapes, enhancing the visual impact of a campaign and ensuring brand recall. Special Builds are great for advertisers who want to generate a buzz on the street, as well as in the press!

Benefits of Special Builds• High-impact• Provide entertainment• Offer endless creative opportunities


Special Builds

Special BuildsSeveral different special components pack a creative punch!

A larger-than-life squid was constructed to complement the wrap for “Night at the Museum 2” in Belgium.

Fortas made a beer stein out of a pillar in Lithuania.


Special BuildsCreate an “awareness zone” for any brand or service.

Canada Tourism outfitted several bus shelters as ski gondolas, each featuring roofs built out with a snowy top and the highly-recognizable mechanical arm that allows the gondola to hang from its cable. The height of the arm was over 7’ tall and weighed about 310 lbs!

“The reaction of people on the street of Chicago was exciting to witness. People were stopping to take photos and investigate the branding. I’m quite sure that if they are looking for fresh powder snow for this year’s ski vacation, Canada will be foremost in their minds.”

Gayle Robson, Producer, DDB Canada

Specially-constructed wood planks mounted on whiskey barrels replaced traditional bus shelter seating for HBO’s “Boardwalk Empire” campaign in Chicago.


Special BuildsAdding a simple three-dimensional element can often make a huge impact!

Juicy Couture’s campaign for their perfume in Australia featured a three-dimensional version of the bottle’s iconic pink ribbon, tying together the creative image to the simple special build.

By adding a halved orange to the roof, our kiosk was turned into a mouthwatering citrus juice presser for an orange juice brand in Spain.

For Tommy Hilfiger in Spain, classic picture frames installed on the ad panels enhanced their “Hilfiger family” campaign theme in a subtle but poignant way.


Special Builds

Orbit gum emphasized their liquid center by “pouring” it to replace the sign’s pole in Israel.

Norwegian Air invited pedestrians to lift a specially- built kilt to reveal their message.


Coke created an igloo effect in a Turkish transit shelter.

Special Builds


Engage viewers’ attention with an interactive medium.

Showscreens bring media to life by offering a place for advertisers to show videos; Touchscreens bring this concept a step further by integrating touch-sensitive buttons and flatscreens to create fully-interactive digital displays. Advertisers can use sound-capable Showscreens to exhibit movie trailers, TV advertising spots, or video games linked to wireless controllers. Touchscreens allow the public to use their hands to select the content they’d like to see, play a video game, or cast a vote when an advertiser uses the Touchscreen as a Polling Station.

Benefits of Showscreens & Touchscreens• Interactive and Engaging • Provide entertainment• Track interactions (Touchscreen)• Great for generating PR and word of mouth buzz about a product • Voting progress can be linked to sites in real time (Polling Stations) • Sound-capable


Showscreens & Touchscreens

Touchscreens

Cadbury Creme Egg in London provided a video game that showed the candy’s famous gooey center.

Nokia used Touchscreens to let viewers select different options in Sweden.

Engage pedestrians and let them choose what they want to see or play with!


Emirates Airlines in Sydney featured a map of their European destinations, giving passers-by the opportunity to vote for their favorite vacation spots.

Polling Stations

Kimberly-Clark’s Cottonelle toilet paper campaign used our Chicago bus shelters as Polling Stations, allowing people to vote for their preferred toilet paper position: over or under. In 8 weeks, the 10 Polling Stations scattered throughout the city generated 217,965 votes!

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Pedestrians in Singapore had the option of voting for one of two kinds of Burger King’s double cheeseburgers.

In the movie “X-Men: The Last Stand”, the superhero group divides into opposing teams. The campaign in Australia included a Polling Station so pedestrians could cast votes for their favorite side.

Invite the public to share their opinions and think about your brand!


Showscreens

“Iron Man 2” provided full-sound trailers that people could watch while waiting for the bus in Chicago.

Six countdown clocks were integrated into this Chicago bus shelter ad to show viewers how much time was left to enroll in classes before the registration deadline.

4G implemented shelter-to-shelter chat rooms in Lithuania.

Advertisers provide the content and we display it, adding an eye-catching dimension to any static campaign.


Lenticular ads, distorting mirrors, magic mirrors, or augmented reality all provide fun and unique ways to attract attention and get viewers involved in an advertising campaign.

Emirates used mirrors to transport pedestrians from one city during the day to another city at night. Body motion-activated technology was used to make the images change before viewers’ eyes.

Benefits of Altered Imagery• Movement attracts the eye• Enhance the creative message and make a brand stand out • Ideal for “tease and reveal” executions


Altered Imagery

Altered ImageryM i r r o r s & L e n t i c u l a r

This distorted mirror in Chicago illustrated that anyone can travel comfortably on United Flights, regardless of their height and leg length.

This Pantene Pro-V lenticular ad in the United Kingdom makes the hair appear as if it is being tossed, depending on the viewing angle.

A whimsical mirror featuring a diamond tiara allowed people passing by the shelter in Chicago to “try on” the tiara and see how they looked.


Altered ImageryA u g m e n t e d R e a l i t y

Samsung in the Netherlands invited passers-by to take simulated ski jumps or ride some waves and send the film clips to themselves and their friends.


Altered ImageryA u g m e n t e d R e a l i t y

Ford used advanced gesture recognition (a form of Augmented Reality) in U.K. shopping malls to let shoppers interact with the display. Using hand gestures, people could control the on-screen content and explore the new features of the Ford Grand C-Max.


Creative ideas can be illuminated or appear in unexpected places!

A special vinyl display using electroluminescent technology is programmed to display unique lighting effects in various colors, creating patterns or the illusion of movement. The lighting sequence can light up, slowly flash or pulsate. The illumination area is specifically printed to match the creative idea or graphic print. Illumination in the evening hours or highly overcast weather produces the best results.

Surprise pedestrians by projecting an image as an extension of your ad onto the sidewalk or floor. These units project still or moving images right where people walk, so they can’t be missed. The images are noticeable during the day but best visibility takes place in the evening or when overcast.

Benefits of Special Lighting Effects• Eye-catching• Striking and dramatic• Give new dimension to ads at night. Add a powerful element to a campaign when targeting night life (bars, restaurants, shopping districts, clubs, etc.)


S p e c i a lLighting Effects

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S p e c i a l Lighting Effects

Surprise pedestrians with a clever two-part ambush!

The Field Museum in Chicago used floor projection units to light up the sidewalks with a subtle fossil of a dinosaur right at the tips of pedestrians’ toes. Their ads were also outfitted with an audio component that delivered a prehistoric dinosaur roar!



Warner Brothers in Italy used electroluminescent effects to dramatize this movie launch.



La Maison du Café in Paris used sparkles to catch viewers’ eyes.


WrapsCreate a billboard at eye level and immerse the public in your message. A fully-wrapped bus shelter is like an awareness zone for consumers to be enrobed in of your brand. Full color, vinyl wraps can be used to brand entire bus shelters with images, ensuring maximum coverage. The design of the vinyl wrap is single-sided and perforated, allowing people to see through the printed design.

Benefits of Wraps• Advertiser “owns the shelter”• Overall branding ensures increased awareness • Provide entertainment by immersing the public into the brand • Offer maximum coverage on the street


Full Wraps

The wrap for “Ice Age 3” in Belgium featured strategically placed creative images.

The wrap for “The Simpson’s Movie” in Belgium featured a replica of the cartoon’s living room.

BNP Paribas Fortis wrapped the back of a shelter in Belgium to look like an actual storefront.


Partial Wraps

Olympic sponsor vitaminwater in Vancouver used wraps to simulate a ski lift, including adhesive skis on the ground.

A transparent wrap featuring hockey players gives the illusion that the players are flying right towards bus riders in Chicago.


Partial Wraps

This partial wrap in Chicago covered the lower half of the shelter’s back panel with grass to give the viewer the feeling that they were in a prehistoric jungle waiting to be snacked on by dinosaurs.


Heating & Cooling D e v i c e sEngage the senses of pedestrians by providing warmth or a cooling breeze.

Heating devices installed inside the bus shelter provide a warm respite. In the summer months, fans can be installed to provide a refreshing breeze. This technology is a great way to add a new dimension to many campaigns, especially those promoting ready-made foods, healthcare and well-being, clothing and textiles, and weather forecasting. By providing a service to the public, your brand will leave a strong impression.

Benefits of Heating and Cooling Devices• Enhance the creative image• Provide a sensory element that ties into the ad campaign• Immerse the public into the brand • Keep people warm or cool as they wait for the bus


Heating D e v i c e sTylenol in Boston added some fire to their marketing strategy with heated shelters. The experiential campaign offered bus riders relief from the cold during the winter months.

Warm up viewers while they wait for the bus!



Brazil Tourism literally treated pedestrians to a touch of Rio de Janeiro’s famed beaches by installing heated glass in Milanese transit shelters. A luminous beach scene captured winter-weary eyes, while a message inviting people to touch the glass resulted in a multi-sensory experience that most definitely had viewers thinking of Brazil for their next holiday!

Heating D e v i c e sWarm up viewers while they wait for the bus!

Cooling D e v i c e s

Capitalizing on the Prius’ new Solar-Powered Ventilation concept, Toyota installed solar panels on the roofs of several Boston bus shelters. These panels were wired to motion-activated fans imbedded in the advertising creative inside the shelter; when the sensor picked up movement within its radius, the fans blew to simulate a car’s a/c.

Keep people cool and smiling so they will remember your message!


Sampling &VoucheringSampling is an effective and immediate way to interact with the public.

Whether dispensing leaflets, products, or coupons, you are placing your brand directly in the hands of the consumer. At the press of a button, Dispenser units disburse a wide range of promotional give-aways in an engaging and innovative way. Button presses can be timed, allowing only one item to be released per pre-determined time period. By selecting high-traffic locations, the advertiser can reach a mass audience and achieve high levels of product trial. Product distribution is directly measurable by recording the number of samples dispensed by each unit.

Benefits of Sampling & Vouchering• Immediacy: product is dispensed directly into the hands of the consumer• No work or cost is required by the consumer to get the product • Offers creative flexibility • Track interactions


Sampling & Vouchering

Oversized candy dispensers delight everyone! Chocolate-makers Leonidas and Milka treated pedestrians of all ages in Belgium to samples of their candy. An advertising message was displayed once all the candy was distributed.



Complementing their use of heated bus shelters, Stove Top invited Chicago bus riders out of the cold and into the comforting warmth of their brand to offer samples of their stuffing. Representatives handed out packages of Stove Top’s new, individually packaged, microwaveable Quick Cups for people to try at home.

Giving people samples of your product allows your brand to travel further!

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In the Netherlands, Celavita turned a shelter into a kitchen and handed out samples of their spiced potatoes.



General Mills’ campaign for its Fiber One meal bars saturated NYC’s bus terminal. Lucky commuters at several points in the terminal were given free treats.

Giving people samples of your product allows your brand to travel further!


Mobile InteractivityOne of the most rapidly evolving ways to connect with an audience exists through what they are already carrying in their hand or pocket: their phone.

By featuring a QR (quick response) code, SMS abbreviated phone number on a static poster, or U snap technology developed in Europe, advertisers invite viewers to receive more information on impact. When a user takes a picture of the code with their smartphone or sends a text to the SMS number, the advertiser’s content is immediately sent to the user. One of the benefits of applying these mobile features to outdoor advertising campaigns is that response rates can be measured with a high degree of precision, allowing for easier ROI calculation. Advertisers can also take advantage of pre-existing social networks to produce increases in brand awareness.

Benefits of Mobile Interactivity• Calls for an interactive audience • Encoded information can direct to a URL or advertiser-related data • Creates an immediate call for action • Great potential to complement viral advertising objectives


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4-9-2010 10:49 AMProactivPRO-0011-09PRO_Transit_Kiosk_Katy_A_M1.inddTransit / Kiosks

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1 Round #:

49”W x 70”H46”W x 68”H44”W x 65”H

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Katy doesnít play nice with acne. She uses new Proactiv Æó now

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Mobile Interactivity

Skin care brand Proactiv encouraged viewers in Boston to send a text so they could receive a coupon redeemable for product samples and discounts towards purchases.

In U.S. shopping malls, the U.S. Marines offered its audience an exclusive ringtone through SnapTag.

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Provoke viewers’ curiosity and deliver your brand straight to their handheld devices!


Scrolling Storyboard


Stop people in their tracks with several moving images that tell your story!

Build anticipation and get people to take notice by featuring different creative images that loop together to make one message. Scrolling Storyboards give advertisers the flexibility to show several unique components of a product or brand on one unit, heightening viewer’s interest and attention.

Benefits of Scrolling Storyboards• Movement attracts the eye• Allows for creative flexibility• Great for showing several different features on one product• Builds anticipation

ScrollingStoryboard

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Various electronic gifts were “dropped” into an adhesive box via scrolling panels in London.

In Chile, This scrolling panel mimicked an HP printer to illustrate its rich color output.


Your Paint Our Canvasw w w . j c d e c a u x n a . c o m

3 Park Avenue 33rd Floor

New York, NY 10016 Phone: 646.834.1200

Fax: 646.834.1400

jcdecaux i n n o v a t e - jcdecaux north america, … · create mini art galleries for your brand...

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