JCDecaux Campaign Runs Only When Below 10°C
Adrian J Cotterill, Editor-in-Chief
This Beechams campaign is running across all of JCDecaux’s 17 digital screens in London at the moment BUT interestingly it is ‘regulated’ via constant updates throughout the day from the Met Office and ONLY actually runs (i.e. displays) when the temperature is below 10°C !!!
How cool is that ? (sorry forgive the pun !!!)
The creative is urging people to ‘Fight Back with Beechams’ using ‘All in One’ tablets to battle symptoms of cold and flu.
Jon Wilson from MediaCom told us “Our strategy was to bring Beechams into spaces where our ‘Fight Back’ positioning would resonate most. The immediate and flexible nature of JCDecaux’s PrimeTime package means that we can cost efficiently reach commuters with a targeted message when the temperature really bites”
The campaign was booked through Mediacom and Kinetic and is running between 1st December 2008 and 8th February 2009.
December 10th, 2008 at 09:08 @422
Love the concept and certainly where intelligent reactive signage will go – however i get colds above 10 degrees!
Intelligence for intelligence sake will not boost brand awareness or sales.
December 10th, 2008 at 14:04 @627
Great concept but hardly a new one – abc media have been doing what we call “thermal triggers” since early 2007 on retail screens in grocery.
This has included hot triggers for soft drink and bbq brands as well as cold triggers for soup brands which is ideal in the convenience enviroment.
Intelligence in a relevent enviroment will boost brand awareness and sales.