No images? Click here Issue 28 / July 2022 WELCOME TO THE JULY EDITION OF THE FRAMEAnd just like that we are halfway through the year! I'm sure you enjoyed the recent long Matariki weekend. Matariki is a time to reflect on the past, celebrate the present, and plan for the year ahead. As a business, we’re feeling positive as we plan H2. We are seeing strong demand through winter, particularly in Airport with the upcoming school holidays, and there has been a big uptake in programmatic bookings. Next week we are hosting our first live webinar, sharing our latest JCDecaux Intelligence study. This is a new model we are testing to reach all agencies in one timeframe – we’d love to hear feedback on how this works for your teams. Read more and register via the link below. Also, please follow us on LinkedIn for more regular JCDecaux updates. Regards, Gary Rosewarne / Team updates /Welcome! Five new changemakers join our team Our agency partners may not know too much about our direct operation led by Brylin Nichols (Head of Direct), servicing clients seeking options from one billboard to large-scale, national campaigns. Post-pandemic, small businesses are embracing Large Format more than ever, hence this team growing with two new Sales Directors – Mark Johnstone (now) and Mike Brown (in late July). We also welcome Fran Excell (Operations Assistant) and Anna Sherratt (Programmatic Co-ordinator) to our support team. Scarlett Downes (Sales Director) leaves us next week on maternity leave; Sam Abraham is now on-board as her cover. / Calibre update /MediaWorks to join Calibre, unifying Out-of-Home planning and measurementIn 2017, JCDecaux developed Calibre. Led by Kurt Malcolm, and built by Reach Media, Calibre set the standard for Out-of-Home planning and measurement. Last year, oOh!Media purchased a 50% shareholding, integrating its own touchpoints into the platform. We celebrate the recent announcement that MediaWorks has also joined as a shareholder. By the end of 2022, all three major players’ touchpoints will be measureable in Calibre, as well as a number of smaller players as licensees. Calibre will house 85% of New Zealand Out-of-Home touchpoints, offering one unified platform for planning and measurement. We know agencies have been asking for unified measurement for a long time and we’re delighted that Calibre has emerged as this. OOHMAA has endorsed Calibre and the lead planning and measurement platform for the industry. We look forward to seeing this vision come to fruition in the next few months. / JCDecaux Intelligence /Shopping List Status – Using Large Format to keep FMCG brands on lists79% of Kiwis create shopping lists (digital or physical) 91% of Kiwis are noticing stretched budgets and are planning changes #1 cost saving strategy: eliminate everyday luxuries During inflationary times, grocery shopping lists are often the first place consumers make cuts in an attempt to reduce spending. How do brands ensure they fall into the necessity category (and not the everyday luxury category)? In May we surveyed 600 Kiwis to understand what and how they’re justifying brand purchases in the FMCG category. Some of the findings are above. Interested to know more? Reach out to your Sales Lead for the full report. / Webinar /Distinctive brand code use in Out-of-Home creativeContinuing our quest to understand memorability and sales impact of Out-of-Home, our latest study looks at effective creative and how distinctive brand codes influence mental availability. Partnering with behavioural insights company NeuroSpot, we analysed real Large Format campaigns across five categories to understand the role brand codes can play in making creativity lead to sales outcomes. We share inspiring examples of brands that deliver Out-of-Home that is both creative and distinctive. The webinar is next week, Thursday 14 July at 10am. Please pass the invite onto clients and creative agencies too. / Campaign Inspiration /01/ BEST GLOBALLY Adidas' swimmable billboard promotes its inclusive burkini collection in Dubai Adidas’ beautiful first swimmable billboard won the Out-of-Home Grand Prix at the 2021 Cannes Lions. Rethinking the traditional billboard, this campaign was designed to make women of all backgrounds and body types feel more comfortable and confident in the water – inviting women in the Middle East to literally ‘dive in’. 02/ BEST LOCALLY Te Māngai Pāho reminds Kiwis to celebrate Matariki together Celebrating New Zealand's first indigenous public holiday, Te Māngai Pāho reminded Kiwis that Matariki should be celebrated together. It is wonderful to see a growing understanding and communication of the meaning of Matariki with several advertisers embracing the historic moment this year. / Winter escapes /Airports anticipating big numbers due to July School Holidays and winter escapes All JCDecaux domestic airports are expecting an influx of passengers for the start of the winter ski-season and the July school holidays. Passenger numbers from April to May saw steady increases with Domestic and International flights nearing full capacity Domestic passengers in JCDecaux Airports at 75% of pre-pandemic International passengers in JCDecaux Airports at 35% of pre-pandemic We anticipate International traveller numbers to increase significantly from early July as borders for visa required countries finally open, more international flights resume and more Kiwis travel internationally, as they no longer require pre-return testing. Several brands are locking in long-term JCDecaux Airport sites for 6+ months and starting to consider summer activity. Please reach out to Matt Kum for upcoming airport opportunities. We look forward to any feedback you may have to ensure content is always relevant and engaging. Many thanks, |