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Issue 32 / February 2023
WELCOME TO THE FEBRUARY EDITION OF THE FRAME
Welcome back,
Firstly, for anyone affected by the flooding in Auckland recently we send our best regards and hope you are safe and well.
Despite this, so far 2023 has seen a busy start. Some agencies have shared annual client plans, which is extremely helpful, and GSMs are working with agency teams to understand Large Format opportunities in H1. Vic and I are in market over the next few weeks, sharing our ‘Beautiful’ presentation that brings together all our quality proof points and reveals our plans/ tools/ developments for a beautiful 2023 – see below for a preview. Please watch out for invites in diaries from mid February – we look forward to seeing you then.
Regards,
Gary Rosewarne
Sales Director, New Zealand
/ JCDecaux SMARTFRAME network /
Our SMARTFRAME network continues to expand with 20 sites now live across the three main metro markets
Due to strong industry demand we are continuing to expand our SMARTFRAME portrait digital network, launching 13 new locations in the last twelve months - seven in Auckland, three in Wellington and three in Christchurch - to bring the total number of sites in the network to 20. Each panel is strategically positioned to maximise audience reach in the most desirable urban precincts.
As well as expanding, we are excited to launch two SMARTFRAME MAX screens at Taranaki Street in Wellington and Cook Street in Auckland. Measuring 4.2m x 6.4m, SMARTFRAME MAX has the same dimensions but is 80% bigger than a standard SMARTFRAME screen.
SMARTFRAME panels can be bought individually to compliment other Out-of-Home activity, or you can improve campaign efficiency by buying a network of 15+ sites.
We have big plans to double the size of our SMARTFRAME network in the next 2 years, so watch out for more SMARTFRAME updates and locations in coming months.
Reach out to your sales lead for more information on the SMARTFRAME national pack.
/ JCDecaux's new Spectacular /
Introducing our newest showstopper:
The Continental
We have several exciting new site launches planned for 2023, but this impressive corner site enters as one of the most spectacular sites in our network (and all of Auckland).
The Continental, a digital conversion of our two iconic Manuka Road 12x3 panels, is now live and taking bookings. Located in Newmarket, this unique double-screen site is positioned on the corner of Broadway, St Marks, Great South and Manukau Roads, impacting audiences travelling between Newmarket, Remuera, Epsom, Greenlane and the Southern Motorway. Close to desirable Auckland schools and the aspirational Newmarket shopping precinct, it infers status onto brands seen on its inspiring screens.
Highly visible to four lanes of traffic, and delivering long dwell times due to its positioning above traffic lights, this incredible location is perfect for brands wanting to increase mass reach and build campaign frequency. It will quickly become an Auckland landmark.
The Continental is traded in one week booking periods, or can be bought programmatically.
/ JCDecaux AIRPORT /
Huge December passenger numbers seen due to pent-up demand
Following an extended period of disruption throughout 2020 and 2021, Kiwis were excited to be able to travel again. By the end of 2022, across the JCDecaux Airport portfolio - Auckland, Christchurch and Queenstown - were were seeing continued growth month on month.
2022 passenger numbers wrap up
17.9 million
People travelled through a JCDecaux Airport (domestic and international passengers combined)
Approx. 90%
Since the middle of 2022, domestic travel has skyrocketed and is now back to almost 90% of pre-COVID levels.
73%
International passenger numbers have been slower to bounce back, but with global border restrictions easing by the end of 2022, levels were back to 73% of pre-COVID levels, which is extremely promising.
December 2022 passenger numbers
We're excited to be launching audience measurement in airports during Q1 and hope to have news in our next update regarding the specific timing. This is huge news for the industry and will validate the power of JCDecaux AIRPORT to deliver incremental reach for campaigns.
For any information on airport advertising opportunities, contact Matt Kum.
/ Campaign Inspiration /
The most wonderful time of the year for seasonal creative
The festive season presented a powerful opportunity for brands to connect with audiences while they were in a heightened state of emotion and ready to spend. To increase impact and relevance over this key sales period, contextual messaging is particularly effective. Below is a selection of 2022 best-in-class festive campaigns from around the world.
Warehouse NZ: To get Christmas on every Kiwi’s mind, last month The Warehouse Group executed a New Zealand-first digital Out-of-Home roadblock across the country. All JCDecaux sites included in the campaign, alongside other Out-of-Home suppliers, showed The Warehouse Christmas creative for a full hour on a Monday morning from 7.30am, reaching and inspiring audiences on their morning commute.
Spotify: was back with its annual Spotify Wrapped campaign, this time adding a puzzle element to their outdoor artwork. Check out the various clever creatives that ran across the globe here.
H&M: unveiled a giant advent calendar, showcasing H&M gift ideas, in Shoreditch, London. Read more about the activation here.
South Korea's multiplex cinema chain and Korea International Trade Association: welcomed the year of the Rabbit with a 3D animation video featuring giant rabbits wishing passers-by a happy new year, health and love. Read more about the campaign here.
Australian festive campaigns: brands including Bunnings Hardware, Myer, Subway, Heineken and The Salvation Army all used Out-of-Home to bring festive cheer to the streets and ensure they were top-of-mind among Aussies searching for the perfect gift. View the campaign photos here.
/ Campaign Inspiration /
01/ BEST INTERNATIONAL
German company 'growney' runs a fake billboard campaign to drive awareness of climate change
To increase awareness of climate change, Berlin-based financial services provider, 'growney' strategically used billboards across Germany to promote a real-estate startup called 'The Rise' - selling beach properties of the future. In phase 2 of the campaign, eager German investors visiting The Rise webpage found that 'Stop the Rise' has replaced the company's previous name.
02/ BEST LOCAL
Jack Daniels makes it count over summer with a static special build
Jack Daniel's made clever use of our static corner sites on Karangahape and Ponsonby Roads over summer, making it appear as though a glass of whiskey was being poured between the two sites. The campaign made sure its refreshing Old No.7 Tennessee whiskey was top-of-mind with audiences while they were out socialising.
/ JCDecaux Sustainability /
Walking the sustainability talk
Stream cleaning with the Kaipatiki Project
As a sustainability focused business keen to mitigate its impact, we walk the talk of our carbon zero accreditation.
At the end of last year the team got involved in stream cleaning with the Kaipatiki Project in the Auckland Domain. A spray free organisation, this group has been entrusted with keeping Auckland streams and waterways weed and pest free. A hot day but the team blitzed the area, removing a huge bag of weeds in record time. We'll be regularly contributing to this fantastic project throughout 2023.
2023 planning notebooks
We've printed new sustainable 2023 calendars that contain key JCDecaux campaign dates. These are to replace the mouse mats we have previously gifted clients. Please reach out to your JCDecaux sales rep if you haven't received one yet and would like one. These calendars provide the same functionality as the mouse mat, are printed on recycled paper and can be returned to the NZ recycling system after use.
Please return your 2022 mouse mat to your sales lead and we can arrange to recycle it.
We 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
