JCDecaux Innovate

Winning International Campaigns of 2010

Click a campaign for more details

p2 p3 p4 p5

Januar y February
UAE March April
Netherlands
Bloomingdales India USA
Samsung
IBM IBM

p9 p10
p6/7 p8

June July August

May
UK Spain
France China
Channel 5 San Miguel
Coca-Cola Sony Ericsson,
Lithuania Samsung, HTC,
Mezon Watson’s Water,
Samsonite

p15
p14
p12/13
p11

December
November
October Ireland
September Netherlands Warner Bros.
USA CelaVita the
Hong Kong Absolut Vodka (Harr y Potter and
Samsonite Death ly Ha llows)
Italy
Vodafone

Please email your vote to alexia.calogeropoulos@jcdecaux-oneworld.com

by Friday 11th February.
United Arab Emirates // Bloomingdale’s

Shop till you drop

Client: Bloomingdale’s
Innovate Product:
Special Build
Promoting the opening of its first Date: January 2010
outlet outside of the US, upmarket
department store Bloomingdale’s
Location: Dubai Airport,
rolled out a month-long campaign
United Arab Emirates
with 14 larger than life 3D signature Number of Specials: 14
‘brown bags’ on the baggage
reclaim belts of Terminal 3 at Dubai
International airport.
Janu
a
Winn ry
The eye-catching displays were the
perfect way to target Bloomingdale’s
target audience as they arrived at the er
upmarket shoppers’ paradise
of Dubai.

Bloomingdale’s

Page 2 // Innovate Campaign of the Month 2010

 Outdoor Showcase // Innovate International

Netherlands // Samsung Febr

uary
Winn
Take the jump er

Samsung
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. Client: Samsung
Innovate Product:
Passers-by could fully immerse themselves into the Olympic
Innovate

Interactive Screens
ski jumping experience by positioning their feet on a pair of Date: February 2010
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, Location:
Amsterdam & Utrecht
and participants’ faces were digitally inserted onto the head
Number of Specials: 3
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.

Innovate Campaign of the Month 2010 // Page 3

India // IBM
Marc
Business on the go Winn h
er

Client: IBM
Innovate Product:
Bluetooth Technology
Date: 5th - 20th Feb 2010

Location:
Bangalore Airport, India
Number of Specials: 1

IBM

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.

Page 4 // Innovate Campaign of the Month 2010

 Outdoor Showcase // Innovate International
v

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.

Focusing on the retail industry, IBM Client: IBM

illustrated how its technology works in Innovate Product:

April
a simple way: the unit was embedded Interactive Exhibit with
with a sensor that recognized the color colour recognition

of people’s clothes which was then Winn

displayed onto the IBM logo, creating a Date: April 2010 er
simple and engaging example of how Location: JFK Airport,
a smarter retail system can work. New York, USA
No. of Specials: 1

Innovate Campaign of the Month 2010 // Page 5

France // Coca-Cola Light Nice

Coca-Cola, the Lagerfeld way

May
Joint
Winn
er
Paris
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.
Client: Coca-Cola Light
A specially designed Karl Lagerfeld Coca-Cola bottle, depicting Innovate Product:
the designer’s unmistakable silhouette, was the centrepiece of Special build & Showcase
this large scale campaign. It could be found revolving in Showcase Date: May 2010
panels in Street Furniture units, as larger than life bottles on La
Croisette in Cannes and on podiums in Nice airport. Location:
Paris, Cannes & Nice,
France
This strong branding campaign for Coca-Cola, a top JCDecaux
No. of Specials: several
client, was coordinated by JCDecaux Solutions in France.

Page 6 // Innovate Campaign of the Month 2010

 Outdoor Showcase // Innovate International

Lithuania // Mezon
In order to promote Mezon’s
4G mobile internet, two
bus shelters, in two different
cities in Lithuania, were linked May Live!
via a live video and audio Joint
feed. Passers-by in Vilnius
Winn
were able to see and speak
to the passers-by in Kaunas,
er
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.

Kaunas

Client: Mezon
Innovate Product:
Interactive Screens, Live
Video & Sound

Date: May 2010

Location: Vilnius &
Vilnius Kaunas, Lithuania
Number of Specials: 2

Innovate Campaign of the Month 2010 // Page 7

Hong Kong // Sony Ericsson, Samsung, HTC,
Watsons Water, Samsonite
Soccer Fever
June
Hosted by JCDecaux Transport in Hong Kong and
Winn
supported by various advertisers, Soccer Fever, er
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. Clients: Sony Ericsson, HTC,
Association to a major Samsung, Watsons Water,
sporting event ensured Samsonite
the brands received high Innovate Product:
profile exposure. Augmented Reality, Wraps, 2D
cut-outs, Experimental event
This event, a first of its kind,
with challenges, Touchscreen,
highlights the power of Innovate
Floor stickers, Special builds.
in attracting sponsors to the Date: June 2010
medium. Location:
Samsung
MTR stations, Hong Kong Goalkeeping: A game allowing the
Sponsors included No. of Specials: 6 players to become a goalkeeper
Samsung, Sony through interaction with a HD
Ericsson, HTC, Watsons Water, touchscreen display. The rest of the
7-Eleven, Minute Maid, Samsonite and San Miguel. experiential area included a 3D LED
TV, wall wrap and floor sticker.

Sony Ericsson
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.

For further details, please go to the Soccer Fever

Sony Ericsson website: http://www.soccerfever.com.hk

Page 8 // Innovate Campaign of the Month 2010

 Outdoor Showcase // Innovate International

Manchester
UK // Channel 5

The Gadget Show

Several Innovate executions ensured Outdoor was July
the outright winner over the Internet in a challenge Winn
set up to promote the latest TV series of The er
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.

Client: The Gadget Show

Innovate Product:
Interactive Screens, Stickers
Augmented Reality, Zone
domination, Special build

Date: July 2010

Click here for a more detailed description: Location:
http://www.jcdecaux-oneworld.com/11082010 Manchester, UK
No. of Specials: several

Innovate Campaign of the Month 2010 // Page 9

 San Miguel brightened the streets of

Spain // San Miguel 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
A Zesty Launch 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.

Augu
Winn st
er
Barcelona

Madrid
Client: San Miguel
Special Description:
Fully wrapped, Interactive
Screens, Special build

Date: August 2010

Location:
Barcelona and Madrid
No. of Specials: 15

Page 10 // Innovate Campaign of the Month 2010

 Outdoor Showcase // Innovate International

Hong Kong // Samsonite

Sept
emb
Moving on up! Winn er
er

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 Client: Samsonite
travelled along the belt throughout the day creating Innovate Product:
a big impact for the brand as well as reaching its Special Build
business executive target market thanks to the
strategic location of the campaign.
Date: September 2010
‘The moving belt is very impressive as it grabs our Location: Hong Kong
target audience’s attention easily and reinforces our No. of Specials: 1
leading image’ commented Ms Scarlette Chan, Retail
Manager, Samsonite Asia Limited

Innovate Campaign of the Month 2010 // Page 11

USA // Absolut Vodka

Colour Blast

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
Octo
be and Ali Larter.
Joint r
Winn
er

Client: Absolut Vodka

Innovate Product:
Fully Wrap & Special build

Date: October 2010

Location: Chicago
No. of Specials: 3

Page 12 // Innovate Campaign of the Month 2010

 Outdoor Showcase // Innovate International

Vodafone launched a campaign to promote its

latest tariff in 5 locations in the Rome and Milan
metro. Posters depicting a large Euro cent
Italy // Vodafone
coin could be found in the corridors of
the metro stations. In each location, Octo
the poster was covered with ber One Cent
magnetised small euro cent coins Joint
which passers-by could pick up. Winn
A great creative execution which
er
illustrates the client’s new tariff in a Client: Vodafone
simple but effective way. Innovate Product:
Special Build & Sampling

Date: October 2010

Location: Milan & Rome
Number of Specials: 2

Innovate Campaign of the Month 2010 // Page 13

Netherlands // CelaVita Nove
mbe
Winn r
er
Ready, Steady, Cook
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.

Client: CelaVita
Innovate Product:
Fully wrapped & Sampling

Date: November 2010 Almere

Location: Amsterdam,
Almere & Leiden

Page 14 // Innovate Campaign of the Month 2010

 Outdoor Showcase // Innovate International

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.

Dece
mb
Winn er
er

Client: Warner Bros.

Date: December 2010
Number of Specials: 1

Innovate Product:
Wrapped tram, ceiling
wrap and posters.

Innovate Campaign of the Month 2010 // Page 15

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