The problem: JCDecaux is well-known for their 2m2 billboards. But they wanted to show their clients that they offer other billboard sizes as well.
The solution: They send out the worst mailing ever in the history of direct mail. Every advertiser received a miniature 2m2 billboard featuring one of its own ads, but with a huge mistake. JCDecaux had confused their biggest clients’ products with those of their biggest competitor. Nike received a miniature 2m2 billboard for their Nike Stan Smith. Dior for their Dior No5, Apple for their Apple Xperia, etc.
JCDecaux apologised for their intentional error in an accompanying letter.
“We are sorry we have intentionally mistaken you for a competitor. We just wanted to let you know how we feel every day. But we assure you that if you choose our networks for your next campaign, it would not be a mistake.“
The results: The strong reaction and frustration that this move caused amongst the marketing directors led to a 15% increase on demand for bigger billboards.
Credits :
Creative Director: Arnaud Pitz & Sebastien De Valck
Associate Creative Director: Klaartje Galle
Creative Team: Toon Vanpoucke & Morgane Choppinet
Account Supervisor: Isabel Peeters
Account Manager: Marleen Depreter
Strategic Planner: Tom Vingerhoets, Jan Van Brakel
Advertiser Supervisor: Veerle Colin (JCDecaux) Els Desmedt (JCDecaux)
The solution: They send out the worst mailing ever in the history of direct mail. Every advertiser received a miniature 2m2 billboard featuring one of its own ads, but with a huge mistake. JCDecaux had confused their biggest clients’ products with those of their biggest competitor. Nike received a miniature 2m2 billboard for their Nike Stan Smith. Dior for their Dior No5, Apple for their Apple Xperia, etc.
JCDecaux apologised for their intentional error in an accompanying letter.
“We are sorry we have intentionally mistaken you for a competitor. We just wanted to let you know how we feel every day. But we assure you that if you choose our networks for your next campaign, it would not be a mistake.“
The results: The strong reaction and frustration that this move caused amongst the marketing directors led to a 15% increase on demand for bigger billboards.
Credits :
Creative Director: Arnaud Pitz & Sebastien De Valck
Associate Creative Director: Klaartje Galle
Creative Team: Toon Vanpoucke & Morgane Choppinet
Account Supervisor: Isabel Peeters
Account Manager: Marleen Depreter
Strategic Planner: Tom Vingerhoets, Jan Van Brakel
Advertiser Supervisor: Veerle Colin (JCDecaux) Els Desmedt (JCDecaux)
