JCDecaux decided to do something different as part of a campaign seeking to convince leading marketing directors to show up for a business presentation.
Instead if mailing an invitation to come to their presentation about “The effectiveness of outdoor”, JCDecaux and BBDO Belgium came up with “Personal Billboards” to prove the effectiveness of the medium. Without asking for permission, they put a photo of every marketing director each in one single billboard, with no additional info except their name and a contact adress of JCDecaux.
Next step was waiting for a reaction, so the marketing directors could tell for themselves how effective outdoor still is. And the reaction came exactly as JCDecaux expected it: confused, shocked and a little annoyed that people kept contacting them to know what the purpose was.
JCDecaux responded with an e-mail apologizing for any inconvenience:
We just wanted you to experience the effectiveness of outdoor advertising, As you said it yourself, you got so many reactions from only one single billboard. Just imagine what our entire network could do for your brand.
The campaign resulted in every single marketing director “postered” booking a presentation, with JCDecaux achieving a response of 100%.
- Creative Director: Arnaud Pitz & Sebastien De Valck
- Creative Team: Toon Vanpoucke & Morgane Choppinet
- Account Supervisor: Isabel Peeters
- Account Manager: Marleen Depreter
- Advertiser Supervisor: Veerle Colin (JCDecaux)