As we travelled the major highways making our way to JC
Decaux, we were able to observe a number of billboards created the outdoor
advertising company providing a preview of what was to come. Upon arrival we
were given a tour of the outdoor show room, displaying their range of outdoor
furniture and advertising tools. It was helpful to witness physical examples of
their products and innovations before hearing about the ideas behind them from
Cassie, the communications manager, and Lucy, the insight executive from the JC
Decaux research team.
JC
Decaux was first created by Jean Claude Decaux in France, it now exists in over
50 countries in 5 continents. Their two main initiatives involve providing
Public Services to Local Councils, in the form of bus shelters, bins and public
conveniences, which also serve as a means for their second main function,
outdoor advertising. Within the UK, they have expanded their portfolio by
acquiring and rejuvenating public phone boxes, creating a new platform they now
refer to as StreetTalk which is popular for advertising targeted at youthful
demographics. They also provide clients the ability to utilise digital
advertising which allows for greater creativity and the ability for update
their platforms and material with much shorter lead times. Examples included
the use of live tweets in a campaign implanted by Europcar and the domination
of one of London’s main railway stations by Land Rover who utilise e-motion
technology featuring images of their cars circulating the digital screens
surrounding the station. Such technological developments have seen the need for
JC Decaux to reconsider their marketing approach, as they look towards selling
directly to brand creatives, who can better understand the value of their new
platforms, and bypassing the media agents they have traditionally worked with. Following
the presentation and witnessing the innovative technologies of JC Decaux, it
became evident that Melbourne’s outdoor furniture and advertising landscape is outdated,
underutilised and has great potential for rejuventation.
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