JCDecaux unveils innovative 3D format: ‘A new era of immersive advertising experiences’
Out-of-home (OOH) media organisation JCDecaux has launched a 3D advertising format for its Airport and Rail network – JC3D. The company partnered with Hearts & Science – SBS’s official media agency- to help roll out the offering to the masses.
A tool that the JCDecaux says has been a top want for clients, JC3D is offered “on over 450 screens and multiple formats” across the country, with ‘scale’ being the major drawcard for brands to leverage its 3D network.
“For a long time our clients have been wanting a 3D solution that offers more than a one-off stunt,” JCDecaux’s chief commercial officer, Max Eburne, explained.
“With the activation of our broadcast-scale 3D across more than 450 screens spanning our national Rail network and Sydney and Perth Airports, JCDecaux is establishing a new era of immersive advertising experiences.”
The technology capitalises off of optical illusions influenced by shadows and framing. When combined with the screen’s scale, the overall 3D effect will be viewable from several angles. And with dwell times in rail stations and airports being typically higher than in other thoroughfares, JC3D is expected to generate a more engaging and impactful advertising experience.
When asked about the specifics of the technology, group manager, creative and digital solutions at JCDecaux, Lama Perin, said: “The scale of the JC3D offering provides true broadcast reach, ensuring brand messages can reach audiences nationwide.
“JC3D uses forced perspective – an optical illusion technique that creates a 3D effect using framing and shadows.
“Unlike anamorphic or augmented reality 3D, our approach ensures that viewers can experience the 3D effect from multiple angles, not limited to specific vantage points.”
The opportunity to show off the drama of its survival show, Alone Australia, via a new, high-tech medium, was one that was impossible for SBS and its media agency to ignore.
According to Jane Palfreyman, the broadcaster’s chief marketing and commercial officer, JC3D’s power and capabilities meant that SBS’s new advertising campaign could capture “the raw experience of the Alone contestants braving the elements on their own in their bid to survive the longest”, and bring it to the general public.
“Alone Australia is one of our biggest and most valuable TV franchises and we were pleased to partner with JCDecaux and Hearts & Science on this innovative campaign,” Palfreyman said.
“Using JCDecaux’s 3D solution allowed us to go beyond being a mere advert; it’s an experience that captures the audiences leaving a lasting impression – just as Alone Australia does.
“The JCDecaux team developed the final 3D creative for us, conveying the thrill of Alone Australia in a visually compelling and narrative-driven way…”
The general public will be able to see JC3D bring SBS’s campaign to life in “Transit, Small Format, and Large Format across the eastern seaboard.”
The 3D offering is the latest new advertising solution JCDecaux is offering brands and businesses. Last month, the organisation unveiled its “Digital Large Format portrait sign”, Aspire, in Sydney suburb, Pyrmont.
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