Page 26 - Strategic Marketing Complete

ADVERTORIAL

JCDecaux: Taking OOH way

beyond the billboard

It’s no small task for The Samsung Ultra Music Festival compete by living on a billboard for
marketing campaigns Keeping with the party theme, the three days, and taking part in the
Blue Creative Solutions department
challenges and the Tribal Council
to have a lasting effect, assisted in creating a key branding eliminations.
they need to stimulate and an experiential activation for the When two contestants remained,
Samsung Ultra South Africa event in
minds, entertain and Johannesburg and Cape Town. With those voted out as the jury returned
evoke emotion. events targeting young, affluent and to cast their vote for the person they
influential consumers. would be sending into the actual
show as the Wild Card Entry.
hree recent campaigns by It was essential to bring a seamless
JCDecaux’s Blue Creative Samsung branding experience to This adapted format of the Survivor
Solutions department, have the party. In response, JCDecaux experience was brought to life,
used technical savvy and creative came up with epic, multi-touch point live on impactful urban jungle
know-how create memorable activations using cutting-edge tech billboards in Johannesburg –
campaigns that use the latest in that exceeded the norms of current turning its application on its head!
digital technologies to enhance, festival experiences. LED signage All challenges and Tribal Councils
dazzle and delight consumers. was created for the main stage, a were streamed on social media
Samsung chill lounge, an LED media and featured on participating radio
Survivor’s “live reality show” wall, an LED tunnel entrance. stations.
billboard, Samsung’s spectacular
Ultra Music Festival and Jameson’s Survivor South africa
Connects brand immersion events
have shattered the parameters of
the billboard, taking OOH into a
new realm.
Jameson’s Interactive Cube
JCDecaux created Jameson’s now-
famous Interact Cube for events
in Zambia, Mozambique and
Botswana, as part of the whiskey
brand’s Jameson Connects 2018.
On entering the cube, music, lights
and lasers are activated and confetti
canons fired sporadically, to engulf
partyers in a hip-hop wonderland.

The cube’s four walls, floor and
ceiling were all mirrored to create To create a campaign that would In the just three days that the
infinite reflections and could generate interest for the revival campaign took place, the Survivor
accommodate a hip-hop party of 15. of the popular reality show after South Africa Facebook page gained
A camera captured all the in-cube a five-year hiatus in South Africa, 2000 new followers, 98 000 people
action, which was then displayed on Retroviral and M-Net approached were reached in traffic across the
screens surrounding the main stage Blue Creative Solutions to combine country and altogether 2.87-million
and on social media. the best in traditional media reach people were reached in 48 hours.
with real-time social media.
Apart from the Interact Cube, media To find out how JCDecaux can help
walls for photo opportunities, rustic To combine the best in traditional to bring cutting-edge innovation to
wooden lettering, a play area with media reach with the addictive your brand’s campaign contact Blue
chess, local traditional games, offering of real-time social media. Creative Solutions on 011 514 1650,
basketball stands, and board game M-Net made a Wild Card Entry lelanie.butler@jcdecaux.com
spaces were created for people to available for eight brave radio
engage and connect. listeners across South Africa to

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