Outdoor firm: Advertisers are finally investing in new formats
JCDecaux’s Innovate outdoor format has seen its biggest month of take up since its launch in November 2005, in what it says signals advertisers and agencies’ willingness to investing in new advertising opportunities.
The out-of-home company said it ran a total of 32 Innovate campaigns last year, compared to 22 the previous year, which was a 45.4% year-on-year growth.
It also launched five Innovate campaigns this month, compared to two in January last year.
It included three ‘dispenser’ campaigns for ANZ, Pepsi and Network Ten, a ‘sensored mirror’ campaign for Emirates and an ‘audio wall’ as part of Telstra’s Trading Post campaign.
Max Eburne, JC decaux’s general manager of said: “We’re seeing real evidence that more clients are trying new things compared with this time last year.”
The ANZ dispenser campaign aimed to leverage the bank’s sponsorship of the Australian Open and the Sydney Festival, dispensing 8,000 sunscreen sachets across the two week campaign.
Pepsi’s dispenser featured as part of its Hit Refresh advertising push. Pepsi teamed up with Coles by dispensing 50 per cent off vouchers for a Pepsi product at Coles supermarkets. At the six sites across Sydney and Melbourne 14,000 vouchers were dispensed over a two week period.
Network Ten used JCDecaux Innovate to promote its new television programs, dispensing pedometers as part of the marketing campaign for the fifth series of Biggest Loser.
The network also used Innovate to dispense DVD snippets of the new series The Good Wife.
Emirates incorporated new print technology to carry Innovate’s first Australian ‘sensored mirror’ campaign. The campaign used the tag line “Spend the morning in Sydney and tonight in Europe” promoting Emirates’ new morning European flights. The mirror provided a reflection of passers by, with the sensor then changing to reveal an image of the Trevi Fountain.
Telstra used the Innovate ‘audio wall’ as part of Trading Post’s brand repositioning which saw the goat and frog featured in its new ads say “Bargain” and “Reckon” as people walked past.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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