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#007, Mar '20 —
Welcome to the March edition of The Frame.
As a leading Out-of-Home advertising business built around reaching audiences when they are out-and-about commuting, socialising and spending, a Stage 4 lockdown is very unfamiliar territory for us, as I’m sure it is for you as well.
COVID-19 is impacting our lives in unprecedented ways, however, as we enter this time of uncertainty I want to provide reassurance that JCDecaux New Zealand is committed to doing everything we can to help you, our valued clients, work through this challenging period.
All of our teams are working from home and have full access to all systems to ensure any changes can be executed quickly and efficiently when requested. Where possible we will move media bookings to a future period and will continue to offer flexibility until the lockdowns are lifted and we, as a nation, start to return to a level of normality.
We understand that this is a challenging time, not only for us in Out-of-Home, but for the wider media industry, so if there is anything we can do to assist, please reach out. We continue to strive to deliver the high level of service and support you have come to expect from JCDecaux, whether it’s providing campaign solutions, research and insights, or simply being available for a chat.
We appreciate you as clients, and wish you and your wider families and friends the best of health during this time.
Regards,
Mike Watkins
Country Head, New Zealand
Research Update —
JCDecaux proves its brand building strengths in landmark research study
New research shows that including JCDecaux Out-of-Home in a campaign drives a positive uplift on brand sentiment metrics, including trust, interest, preference and consideration.
Building Brands —
OMA’s ‘Look Up’ campaign sees strong results, proving that Out-of-Home advertising drives audience engagement, action and brand recall
The Outdoor Media Association (Australia) has released the results of its industry wide “Look Up” campaign, reinforcing what we know to be Out-of-Home’s strengths: “Its effectiveness in brand building and behavioural change, as well as its ability to drive people to seek more information online,” OMA CEO, Charmaine Moldrich, said.
The purpose of the OMA campaign was to encourage people to look up and was based on findings from world-renowned neural and systems complexity specialist Dr Fiona Kerr, whose research found that the simple act of looking-up can have life-changing benefits by encouraging connection with the world around us and each other.
Results from the January campaign, which ran for four weeks, showed that 33% of people recalled the campaign and of those people, 50% said they were making the effort to look up more, and 30% said they spoke about the campaign to a friend or family member.
Results gathered from the second phase of the campaign, which ran for eight weeks in July, were even more impressive with 45% of people recalling the campaign, 67% saying they were making an effort to Look Up more and 48% talking to a friend or family member about the campaign.
The campaign was a success with 2,251 downloads of ‘The Art & Science of Looking Up’, approx. 1,000 visits per day to the lookup.org.au website, and a 10x increase in paid and organic search for ‘Look Up’.
Campaign Inspiration
Best Locally —
BNZ dynamically tapping
into airport audiences
A mix of generic BNZ 'Convert It' and destination specific, contextually relevant creative ran on both internal and external airport sites to promote awareness of the app and demonstrate its capability.
Best In Class —
'Broken' billboards promote free screen replacement
Mobile brand O2 dialled in plenty of attention when it placed 'broken billboards' across the UK to create buzz around its offer of free screen replacement on new phones.
Seasonal change is upon us
Days are becoming noticeably shorter and evenings progressively cooler. With the transition from summer fun to winter warmth, comes a change in consumer product needs. Brands have the opportunity to be relevant to audiences over this period by providing them with solutions to navigate these changes.
Skincare is one of many categories that experiences an uplift leading into winter. Seasonal changes result in drier and oilier skin, from face to body. As a result, during the winter months there is a +25% increase in Google searches for “dry skin”.
If you are a skincare brand wanting to understand your audience better please get in touch.
What's trending this month —
Spaces for Good
Large format billboards are unavoidable canvases in cityscapes. During 2019 we noted a global trend that the location of billboards was being used for more than advertising; the sites were being used to help maintain and improve the environment of the cities they were a part of. McDonald’s utilizes sites as bee hotels (Sweden), artist Daan Roosegaadre created a ‘smog eating’ billboard (Mexico) and many brands grew urban gardens using green/growing large format creative.
Since Jean-Claude Decaux first collaborated with the city of Lyon in the 1960s, our goal has always been city beautification, so we welcome innovative use of our sites. Brands keen to highlight their own good or green credentials and are identifying large format as an effective format to make bold, talk-worthy statements should get in touch.
We continue to look forward to any feedback you may have to ensure content is always relevant and engaging.
Many thanks,
Gary Rosewarne
Sales Director - JCDecaux New Zealand
