JCDecaux is one of, if not the, leading company for out-of-home advertising. They just launched new digital features and billboard technologies and their office in Belgium wanted to make big local advertisers aware of those new services.
BBDO Belgium came up with a great campaign for JCDecaux: They sent unpaid invoices to big brands who already placed ads on JCDecaux billboards. They claim they are billing them for years of free exposure to the world as those billboards are visible on Google Maps Street View. Fifty three big local advertisers received the billing letter and a screenshot of their billboard on Street View. Of course, this is not a plan to collect the money. This is an invitation to meet with JCDecaux’s sales team to learn more about their new offerings.
Most of the big brands and companies usually outsource their media buying to agencies. This is a great way to make advertisers aware of what’s going on in the media placement industry and thus pull demand for the new technologies from them to their media agency.
Credits Creative Director: Arnaud Pitz & Sebastien De Valck Art Director: Toon Vanpoucke Copywriter: Morgane Choppinet Account Supervisor: Isabel Peeters Advertiser Supervisor: Veerle Colin (JCDecaux)