JC Decaux - "The Mistake"

BBDO Belgium

BBDO Belgium Bruxelles, Bélgica

6493

Marca: JC Decaux
País: Bélgica

Anunciante: JC Decaux

Titulo	The Mistake
Agência	BBDO Belgium
Campanha	The Mistake
Anunciante	JC Decaux
Marca	JC Decaux
Data da primeira Transmissão/Publicação	2016 / 5
Sector Empresarial	Outros
Filosofia	This year, JCDecaux, well-known for their 2m2 billboards, caused a bit of a stir amongst advertisers. JCDecaux sent out a direct mail to tell them about their outdoor opportunities. Every advertiser received a miniature 2m2 billboard featuring one of its own ads. Thoughtful. Except they made a huge mistake, one you’d never want to make with your clients. JCDecaux had confused their biggest clients’ products with those of their biggest competitor. Nike received a miniature 2m2 billboard for their Nike Stan Smith. Dior for their Dior No5, Apple for their Apple Xperia, etc. This obviously caused a strong reaction amongst the marketing directors. As a major advertiser, there’s nothing as frustrating as being confused with your closest competitor. And no one understands this frustration better than JCDecaux. Why? Because they experience it every day. Most advertisers think that that they should go to JCDecaux’s biggest competitor for other formats. This is certainly a mistake. Because JCDecaux also offers larger formats. JCDecaux apologised for their intentional error in an accompanying letter. “We are sorry we have intentionally mistaken you for a competitor. We just wanted to let you know how we feel every day. But we assure you that if you choose our networks for your next campaign, it would not be a mistake.“
Resultado	The most erroneous mailing ever later turned out to be the right one. Because demand for larger formats rose by 15%, which means that their larger formats are 100% sold out for the next six months.
Tipo de Mídia	Case Study
Comprimento	120 seconds
Director criativo	Arnaud Pitz
Director criativo	Sebastien De Valck
Director assistente criativo	Klaartje Galle
Equipa criativa	Toon Vanpoucke
Equipa criativa	Morgane Choppinet
Supervisor de conta	Isabel Peeters
Account Manager	Marleen Depreter
Planeador estratégico	Tom Vingerhoets
Planeador estratégico	Jan Van Brakel
Supervisor de publicidade	Veerle Colin