Embed Size (px)
DESCRIPTION
Citation preview
AugustSpainSan Miguel
JanuaryUAEBloomingdales
FebruaryNetherlandsSamsung
MarchIndiaIBM
AprilUSAIBM
MayFranceCoca-Cola
LithuaniaMezon
JuneHong KongSony Ericsson, Samsung, HTC,Watson’s Water,Samsonite
JulyUKChannel 5
September
Hong Kong
Samsonite
October
USAAbsolut Vodka
ItalyVodafone
November
Netherlands
CelaVita
December
IrelandWarner Bros.
(Harry Potter and the
Deathly Hallows)
JCDecaux InnovateWinning International Campaigns of 2010
Please email your vote to [email protected]
by Friday 11th February.
Click a campaign for more details
p2p4p3
p5
p6/7 p8 p9 p10
p11p12/13 p14 p15
Page 2 // Innovate Campaign of the Month 2010
Bloomingdale’s
United Arab Emirates // Bloomingdale’s
Shop till you drop
JanuaryWinner
Promoting the opening of its first outlet outside of the US, upmarket department store Bloomingdale’s rolled out a month-long campaign with 14 larger than life 3D signature ‘brown bags’ on the baggage reclaim belts of Terminal 3 at Dubai International airport.
The eye-catching displays were the perfect way to target Bloomingdale’s target audience as they arrived at the upmarket shoppers’ paradise of Dubai.
Client: Bloomingdale’sInnovate Product:
Special BuildDate: January 2010
Location: Dubai Airport, United Arab Emirates
Number of Specials: 14
Olympic sponsor and top JCDecaux client Samsung brought the Olympic Games to the streets of Amsterdam & Utrecht by making clever use of interactive technology and kick-started its ‘Experience the Olympics wherever you are’ campaign in great style.
To promote its latest new phone, the Omnia Qwerty, Samsung had three bus shelters fitted with two webcams and a touchscreen which mimicked the display of the phone handset.
Passers-by could fully immerse themselves into the Olympic ski jumping experience by positioning their feet on a pair of replica skis placed on the floor of the shelter and having their facial expressions captured by the webcams. A clip of the ski jumping was played, including the sound of a roaring crowd, and participants’ faces were digitally inserted onto the head of the skier in the movie, thus creating a unique personal experience for each passer-by. A wireless internet connection made sure that the resulting clip was instantly available for download from the Samsung website.
Client: SamsungInnovate Product:
Interactive Screens Date: February 2010
Location: Amsterdam & Utrecht
Number of Specials: 3
Samsung
Outdoor Showcase // Innovate International
Inn
ovate
Innovate Campaign of the Month 2010 // Page 3
Netherlands // Samsung
Take the jump
FebruaryWinner
Page 4 // Innovate Campaign of the Month 2010
India // IBM
Business on the go
Bangalore airport provided the perfect environment for IBM’s latest campaign. A kiosk, located in the domestic boarding lounge of the airport, was fitted with Bluetooth technology. Targeting business passengers, the panel invited passers-by to switch on this technology on their mobile phones in order to download IBM’s 2009 Global CIO study. ‘The New Voice of the CIO’ campaign, which ran for two weeks, generated an average of 120 downloads per day. Additionally, the kiosk featured a screen on which an IBM promotional video was shown.
Client: IBMInnovate Product:
Bluetooth Technology Date: 5th - 20th Feb 2010
Location: Bangalore Airport, India
Number of Specials: 1
IBM
MarchWinner
Outdoor Showcase // Innovate International
Innovate Campaign of the Month 2010 // Page 5
AprilWinner
Focusing on the retail industry, IBM illustrated how its technology works in a simple way: the unit was embedded with a sensor that recognized the color of people’s clothes which was then displayed onto the IBM logo, creating a simple and engaging example of how a smarter retail system can work.
Client: IBMInnovate Product:
Interactive Exhibit with colour recognition
Date: April 2010Location: JFK Airport,
New York, USANo. of Specials: 1
USA // IBM
Colouring in
Terminal 8 at JFK Airport in New York hosted a month-long interactive exhibit for IBM which was launched to exemplify the benefits of a smarter supply chain as part of its “Smarter Cities” campaign.
Page 6 // Innovate Campaign of the Month 2010
The latest Coca-Cola Light campaign in France was all encompassing, including Street Furniture and Airport advertising supports as well as Artvertising wraps in key locations in Paris.
A specially designed Karl Lagerfeld Coca-Cola bottle, depicting the designer’s unmistakable silhouette, was the centrepiece of this large scale campaign. It could be found revolving in Showcase panels in Street Furniture units, as larger than life bottles on La Croisette in Cannes and on podiums in Nice airport.
This strong branding campaign for Coca-Cola, a top JCDecaux client, was coordinated by JCDecaux Solutions in France.
Client: Coca-Cola LightInnovate Product:
Special build & ShowcaseDate: May 2010
Location: Paris, Cannes & Nice,
FranceNo. of Specials: several
NiceFrance // Coca-Cola Light
Coca-Cola, the Lagerfeld way
MayJointWinner
Paris
Outdoor Showcase // Innovate International
Innovate Campaign of the Month 2010 // Page 7
Vilnius
Lithuania // Mezon
Live!
In order to promote Mezon’s 4G mobile internet, two bus shelters, in two different cities in Lithuania, were linked via a live video and audio feed. Passers-by in Vilnius were able to see and speak to the passers-by in Kaunas, hundreds of kilometres away!
This Innovate first cleverly uses technology to demonstrate the product’s fast internet connection as well as creating strong engagement with the brand’s core audience.
This campaign ran for 2 weeks in May.
Client: MezonInnovate Product:
Interactive Screens, Live Video & Sound
Date: May 2010Location: Vilnius &
Kaunas, LithuaniaNumber of Specials: 2
MayJointWinner
Kaunas
Sony Ericsson
Page 8 // Innovate Campaign of the Month 2010
Hong Kong // Sony Ericsson, Samsung, HTC, Watsons Water, Samsonite
Soccer Fever
Hosted by JCDecaux Transport in Hong Kong and supported by various advertisers, Soccer Fever, a large-scale experiential marketing event which ran during the World Cup in and around the MTR system, entertained passengers through a series of engaging games and displays, as well as providing the latest updates from the tournament. Association to a major sporting event ensured the brands received high profile exposure.
This event, a first of its kind, highlights the power of Innovate in attracting sponsors to the medium.
Sponsors included Samsung, Sony Ericsson, HTC, Watsons Water, 7-Eleven, Minute Maid, Samsonite and San Miguel.
Clients: Sony Ericsson, HTC, Samsung, Watsons Water,
SamsoniteInnovate Product:
Augmented Reality, Wraps, 2D cut-outs, Experimental event
with challenges, Touchscreen, Floor stickers, Special builds.
Date: June 2010 Location:
MTR stations, Hong KongNo. of Specials: 6
The Augmented Reality game: A first in Hong Kong. Through the use of advanced image recognition and face tracking technologies, the player simply stood in front of the high resolution camera and was immersed into an interactive gaming experience by becoming one of his/her favourite football players.
Sony Ericsson
Goalkeeping: A game allowing the players to become a goalkeeper through interaction with a HD touchscreen display. The rest of the experiential area included a 3D LED TV, wall wrap and floor sticker.
Samsung
JuneWinner
Manchester
Outdoor Showcase // Innovate International
Innovate Campaign of the Month 2010 // Page 9
Client: The Gadget ShowInnovate Product:
Interactive Screens, StickersAugmented Reality, Zone
domination, Special build
Date: July 2010Location:
Manchester, UKNo. of Specials: several
UK // Channel 5
The Gadget Show
JulyWinner
Several Innovate executions ensured Outdoor was the outright winner over the Internet in a challenge set up to promote the latest TV series of The Gadget Show, a programme aired on Channel 5 in the UK. In the contest, two of the show’s presenters, Suzi Perry & Jason Bradbury, were pitted against each other with the challenge to create as much public awareness as possible of the forthcoming series to be shown on national TV.
Suzi Perry chose Outdoor as her advertising medium and partnered with JCDecaux UK to create and execute her campaign in Manchester. It included interactive posters at bus shelters, digital games on poster sites, floor stickers, a Gadget Show ‘studio’ at a bus stop and a giant 2D image of Suzi Perry towering over the city.
In a UK first, ‘Augmented Reality’ posters created a ‘virtual’ Suzi Perry on the streets. The public were invited to hold up cards to a bus shelter poster to generate a virtual Suzi Perry in the palm of their hand. A video of the presenter was then available to download via Bluetooth.
Page 10 // Innovate Campaign of the Month 2010
San Miguel brightened the streets of Barcelona and Madrid with the launch of its latest non-alcoholic lemon flavoured beer. In Barcelona, 10 fully wrapped bus shelters were fitted with interactive screens featuring a Pacman inspired game, with a lemon as the hero. The brightly coloured wrapped shelters
created entertainment for passers-by thus creating great engagement for the brand. In Madrid, a week later, the top of 5 columns were adorned with lemon squeezers. The creative of the poster and the Special Build created an overall look which successfully conveyed the refreshing properties of the new beer.
Spain // San Miguel
A Zesty Launch
August Winner
Client: San MiguelSpecial Description:
Fully wrapped, InteractiveScreens, Special build
Date: August 2010Location:
Barcelona and MadridNo. of Specials: 15
Madrid
Barcelona
Outdoor Showcase // Innovate International
Innovate Campaign of the Month 2010 // Page 11
SeptemberWinner
Samsonite made a great impact at the MTR Central Station in Hong Kong by showcasing its luggage collection on a moving belt. The 3D bags & suitcases travelled along the belt throughout the day creating a big impact for the brand as well as reaching its business executive target market thanks to the strategic location of the campaign.
‘The moving belt is very impressive as it grabs our target audience’s attention easily and reinforces our leading image’ commented Ms Scarlette Chan, Retail Manager, Samsonite Asia Limited
Client: SamsoniteInnovate Product:
Special Build
Date: September 2010Location: Hong Kong
No. of Specials: 1
Hong Kong // Samsonite
Moving on up!
Page 12 // Innovate Campaign of the Month 2010
Absolut Vodka brightened up the streets of Chicago last October with colourful fully wrapped bus shelters complete with roof decorations. These beautifully executed mini streetside lounges were themed after three drinks; Absolut Bloody, Absolut Lemon Drop, and Absolut Twist, and featured actresses Kate Beckinsale and Ali Larter.
Client: Absolut VodkaInnovate Product:
Fully Wrap & Special build
Date: October 2010Location: Chicago
No. of Specials: 3
USA // Absolut Vodka
Colour Blast
October Joint Winner
Outdoor Showcase // Innovate International
Innovate Campaign of the Month 2010 // Page 13
Italy // Vodafone
One Cent
Vodafone launched a campaign to promote its latest tariff in 5 locations in the Rome and Milan metro. Posters depicting a large Euro cent coin could be found in the corridors of the metro stations. In each location, the poster was covered with magnetised small euro cent coins which passers-by could pick up. A great creative execution which illustrates the client’s new tariff in a simple but effective way.
Client: VodafoneInnovate Product:
Special Build & Sampling
Date: October 2010Location: Milan & Rome
Number of Specials: 2
October Joint Winner
Page 14 // Innovate Campaign of the Month 2010
To promote its latest products, CelaVita fed hungry commuters during rush hour in Amsterdam, Leiden and Almere in the Netherlands. Three fully wrapped bus shelters were turned into kitchens for this innovative and fun event. Between the hours of 4pm and 7pm, Stan, a well know radio and TV chef, served up quick and healthy meals to waiting passers-by thus allowing the advertiser to get its products straight into the hands and stomach of the consumer at street level.
Almere
November Winner
Client: CelaVitaInnovate Product:
Fully wrapped & Sampling
Date: November 2010Location: Amsterdam,
Almere & Leiden
Netherlands // CelaVita
Ready, Steady, Cook
Outdoor Showcase // Innovate International
Innovate Campaign of the Month 2010 // Page 15
Ireland // Warner Bros.
Abracadabra!
To mark the release of Harry Potter and the Deathly Hallows, JCDecaux Ireland, in conjunction with OMD and Kinetic, created a magical campaign with a Luas tram wrap showing scenes from the movie. Inside the tram, a full domination showing the movie’s favourite characters further enhanced the experience. As the tram made its way through the streets of Dublin it could be seen by Luas commuters and roadside audiences across the city.
Wrapping the exterior of an entire tram was an ambitious undertaking which created a big impact for the client.
December Winner
Client: Warner Bros.Date: December 2010
Number of Specials: 1
Innovate Product: Wrapped tram, ceiling
wrap and posters.
JCDecaux OneWorldSummit House, 27 Sale Place,
London, W2 1YRUnited Kingdom
E: [email protected]: +44 (0)20 7298 8047
