No images? Click here Issue 27 / May 2022 WELCOME TO THE MAY EDITION OF THE FRAMEWelcome back to shall we – tentatively say – normal times. Our office is buzzing again after the April holiday period; the same can be said for Auckland’s CBD and national traffic. Whilst we all enjoyed some quicker commutes, seeing normal habits returning is a further indication of New Zealand's post pandemic recovery. We’re enjoying in-agency meetings and are invigorated after a late April Sales Away Day. We’re delighted to have added three new co-ordinators to our team – Grace, Harriet and Hannah – and the role changes for Emma, Antonia and Paige are now complete. This month we celebrate the rollout of our national SMARTFRAME network. Four new frames have been installed in the last week, including three in Christchurch – see below for more info. Regards, Gary Rosewarne / JCDecaux INTELLIGENCE /The JCDecaux SMARTFRAME network goes national It's a new era for JCDecaux New Zealand as we rollout new SMARTFRAME sites across the main metro markets. Unique to JCDecaux, the portrait, digital SMARTFRAME format demonstrates our intelligent design principles and provides a high-quality advertising opportunity for brands. More SMARTFRAME locations are set to launch in coming months. Follow our LinkedIn page to keep up to date. / Mobility /Post pandemic traffic out on the streetsThe move into the Orange traffic light setting last month has had the expected effect; audience numbers are up across Aotearoa. Offices can operate at full capacity, meaning Kiwis are back on the road for daily commutes. Despite many corporations adopting a more flexible hybrid-working policy, OOHMAA’s weekly traffic figures have shown a positive shift since late March. OOHMAA continues to publish weekly traffic figures to provide Out-of-Home advertisers certainty of recovering audiences. Check out the reports here. Traffic, total city, week commencing 25th April: Auckland: 102% Wellington: 104% Christchurch: 101% Source: OOHMAA (note: new base comparison date for OOHMAA traffic figures - 12 month rolling period versus February 2020 base). / JCDecaux Intelligence /Buying decisions as disposable income is under pressureWe're well aware of the rising costs of living day to day - petrol, supermarket prices and most of the things we buy! This month we'll be sharing insights for FMCG advertisers to help understand how consumers are making buying decisions as they start to feel the impact of rising interest rates and inflation. Large Format is an ideal media to keep brands top of mind to build long term loyalty and preference during this time. Please reach out to your sales lead to arrange a presentation. / Campaign Inspiration /01/ BEST GLOBALLY Tesco demonstrates cultural understanding with clever contextual creativeOver 3 million of British supermarket chain, Tesco's, customers are Muslim. To create a sense of unity during Ramadan, and educate the wider public on the traditions of the celebration, Tesco ran a clever activation on Digital Large Format that showed empty plates filling up with food as the sun went down. Sites were strategically selected in areas with a high Muslim population and Muslim consultants input into the design of the creative to ensure it was authentic. 02/ BEST LOCALLY Pizza Hut brings back double cheese with two impactful special builds Pizza Hut is celebrating the return of double cheese pizza with not one, but TWO special builds in Auckland. A creative collaboration between JCDecaux, PHD and Restaurant Brands, this activation strategically uses unique JCDecaux sites in close proximity to each other in Ponsonby and Parnell to bring to life the extra stretchy, cheesy goodness of the double cheese pizza, and create a memorable brand moment. Many other brands could consider side by side sites for special builds and extra impact. / Travel /International holidays and international visitors - JCDecaux AIRPORT is back!The recent Easter and April school holidays saw a significant rise in passenger numbers through JCDecaux's airport network, with a +67% increase in passenger numbers vs March. This influx was driven by some long awaited international passengers returning in April, which increased to over 105% compared to March. Kiwis are also starting to travel internationally again, with heavy demand for July school holidays reported by airlines and close international travel locations such as Australia and the Islands. Hawaii seems to be the destination of choice in our office! Last week the Government announced that our borders would open for international travellers, cruise ships and international students from July (earlier than anticipated). H2 2022 will see an unrestricted and normal travel environment, boosted by pent up demand. Reach excited and attentive audiences as they move through the Airport environment in both Australia (Sydney Airport) and New Zealand (Auckland, Christchurch and Queenstown Airports) with JCDecaux AIRPORT. Contact Matt Kum to discuss Out-of-Home advertising opportunities. / Planning Out-of-Home /Quick tips to help you plan your Out-of-Home campaign We've developed a series of short, informative one-page infographics that help demystify Out-of-Home planning. Great to share with clients when communicating how Large Format fits within the wider communications framework, or why one strategy might be chosen over another, for example, contextual persuasion rather than a proximity play. THE POWER OF THREE
Reach is important when it comes to evaluating Out-of-Home sites, but it’s important to remember it does not take into account scale, viewability, attention or impact – the factors that make a site noticeable and memorable. Read more here. OPTIMAL OUT-OF-HOME FREQUENCY What is the optimal Out-of-Home frequency? Out-of-Home reaches mass audiences, day in and out. It works through repeated exposures, with each frequency serving to build mental availability. A frequency of 9-12 for each creative execution is recommended. CONTEXTUAL PERSUASION Is proximity targeting the best strategy in an evolving digital world? Purchase journeys are continuous and unpredictable, especially as shopping becomes an increasingly digital experience, with many decisions made well before the point of purchase. Proximity targeting works best when part of a broader strategy that drives consideration and intent. We look forward to any feedback you may have to ensure content is always relevant and engaging. Many thanks, |