JCDecaux Street View Unpaid Bills
JCDecaux
Issue 31 | June 2014
Agency
BBDO Belgium
Creative Team
BBDO Belgium Creative Director: Arnaud Pitz BBDO Belgium Creative Director: Sebastien De Valck BBDO Belgium Art Director: Toon Vanpoucke BBDO Belgium Copywriter: Morgane Chopinet
Other Credits
BBDO Belgium Account Supervisor: Isabel Peeters JC Decaux Advertiser Supervisor: Veerle Colin
Date
April 2014
Background
JCDecaux needed to inform their existing customers advertisers about their new innovations. The aim was to obtain presentation meetings to inform Belgium's most important advertisers about the digital features and new technologies.
Idea
JCDecaux billboards are not only visible on the streets but also on the streets of Google StreetView. Which means all these brands got years of free media space. So the advertisers were sent a framed picture of their Google StreetView-campaign with a letter and a detailed invoice to inform them about this issue. Of course they weren't going to let them pay this amount. The only thing asked forin return was their time to listen to the sales team
Results
The Direct Mail was sent to 53 of Belgium's biggest advertisers. 60% of them (32 advertisers) reacted spontaneously. After a follow-up by the sales-team an extra 95 % of meetings were obtained.