JCDecaux Transport - Most Innovative Advertising or Marketing Agency of the Year
Name of Organization / Company: JCDecaux Transport
Category E01 - E12 - Award for Innovation in Marketing > E10. Most Innovative Advertising or Marketing Agency of the Year
Entry Title: JCDecaux Transport – Innovative Marketing
Essay:
Company Background:
JCDecaux Transport is the main subsidiary of the JCDecaux Group in Hong Kong. It has been managing the advertising sales concessions for the MTR Corporation for over 40 years (MTR is the no. 1 public transport in Hong Kong with daily patronage of 4.9 million). Business Portfolio also includes the advertising concessions for Macau International Airport, Airport Express, Pacific Place Passages, Ngong Ping 360 and the Hong Kong International Airport since its opening in 1998.
From Out-of-Home to Digital-out-of-Home:
Digital Advertising is the market trend now. The out-of-home advertising market keeps changing due to the change in advertiser’s buyer pattern. They are looking for instantaneity, accuracy, flexibility, ROI, viral effect, sales and they get used to short-term planning and last-minute decision. The market becomes more challenging, thus we must change and face to this situation. Mobile convergence strategy is initiated to integrate OOH media with mobile. We are also the pioneer to introduce Beacon technology into OOH media for mobile interactivity. For the past years we have increased the number of digital panels and added interactivity functions so to allow exciting experiential experience to the customers.
Performance:
- With the change of OOH to DOOH, we have obtained over 110 new digital clients in 2017.
- Digitalization of panels helps to increase the revenue yield of each panel location with 3 times more than the original poster panel.
Highlights of campaigns:
MTR advertising – Ocean Park Summer Splash
To generate maximum awareness of its popular annual Summer Splash, Ocean Park has rolled out a groundbreaking funny interactive water game at MTR Tsim Sha Tsui Station to attract passengers to join Summer Splash.
MTR passengers are invited to press a button and enjoy liquid-filled Ocean Park-style fun by moving balls into baskets inside a water tank. Fans of fun, water and SpongeBob could also grab 15% saving on Ocean Park ticket by scanning the QR code on Poster On Wall.
Award Achievements:
- Spark Awards 2017: “Best media campaign -Out of home -silver awards from Spark awards 2017”
-The International Festival Awards 2017: “Bronze Award – Outdoor Advertising (Overseas) Category”
-Marketing Magazine’s Marketing Excellence Awards 2016: “Excellence in Out of Home Marketing – Silver” International Awards 2016: “IAI Awards – Bronze” (more refer to the ppt)
Madame Tussauds – interactive selfie game
Madame Tussauds Hong Kong and MTR advertising jointly presented the first-ever virtual wax figures interactive game at MTR Central and Hong Kong Stations
Innovative MTR advertising campaign leverages advanced Beacon and AR technologies to connect passengers with world famous celebrities via interactive mobile App and selfie. During the campaign period, passengers just need to open the App” Connect on the Go” on their mobile devices and select a celebrity upon arrival at MTR Central and/or Hong Kong Stations. Simply follow the guided route on the App to the campaign advertisement where the selected celebrity wax figure awaits virtually for selfie taking. Once the icon on the advertisement is scanned, selfie taking can start, while detailed information about the celebrity can be browsed on screen. Selfie photos can then be shared on social media platforms to multiply the fun!
MTR advertising – Alipay CNY campaign and more refer to the ppt.
Sustainable development
JCDecaux Transport committed to sustainable development within the company internally and to the society externally.
• Our Sustainability Strategy has three key components and six strategic priorities:
Environment:
1. Reduce our energy consumption
2. Reduce our other environmental impacts
Social:
3. Deploy a Health & Safety Policy
4. Implement an ambitious Social Policy
Stakeholder:
5. Reinforce sustainable development in the Purchasing Policy
6. Strengthen employees' commitment towards sustainable development
Awards Achievements - Almost 20 Awards were obtained from recognized organization.