Monday, 11 May 2015

JCDecaux gets too personal with Marketing Directors

Closing business presentations with leading marketing directors is always a struggle. They are always very busy. JCDecaux found the perfect way to tackle that.

Instead of just mailing an invitation for their presentation about ‘The effectiveness of outdoor’, JCDecaux and BBDO Belgium came up with “Personal Billboards” to prove the effectiveness of the medium.

For every director they wanted to contact, they made a billboard with his a photo without asking for permission. Each billboard only had their name and a contact address of JCDecaux.


Then they waited for a reaction, so the marketing directors could tell for themselves how effective outdoor still is. They reacted exactly how JCDecaux wanted: confused, shocked and a little annoyed that people kept contacting them to know what the purpose was.

JCDecaux responded with an e-mail apologizing for any inconvenience: “We just wanted you to experience the effectiveness of outdoor advertising, As you said it yourself, you got so many reactions from only one single billboard. Just imagine what our entire network could do for your brand.”

After, they could to sign up for the presentation… And why wouldn’t they free up some of their time now? After all, it’s hard to disagree with yourself, right?

So every single one of them booked a presentation, and JCDecaux reached a response of 100%. Talk about effectiveness.

Creative Director: Arnaud Pitz & Sebastien De Valck
Creative Team: Toon Vanpoucke & Morgane Choppinet
Account Supervisor: Isabel Peeters
Account Manager: Marleen Depreter
Advertiser Supervisor: Veerle Colin (JCDecaux)

No comments:

Post a Comment

Related Posts Plugin for WordPress, Blogger...