JC Decaux - "The Mistake"

BBDO Belgium

BBDO Belgium Bruxelles, Belgien

6470

Marke: JC Decaux
Länder: Belgien

Werbende: JC Decaux

Titel	The Mistake
Agentur	BBDO Belgium
Kampagne	The Mistake
Werbende	JC Decaux
Marke	JC Decaux
Datum der ersten Ausstrahlung/Veröffentlichung	2016 / 5
Geschäftsbereich	Andere
Philosophie	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.“
Ergebnis	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.
Medientyp	Case Study
Länge	120 seconds
Creative Director	Arnaud Pitz
Creative Director	Sebastien De Valck
Stellvertretender Creative Director	Klaartje Galle
Creative Teammitglied	Toon Vanpoucke
Creative Teammitglied	Morgane Choppinet
Account Supervisor	Isabel Peeters
Kundenbetreuer	Marleen Depreter
Strategieplaner	Tom Vingerhoets
Strategieplaner	Jan Van Brakel
Leiter der Werbeabteilung	Veerle Colin