We recently had a really good lunch-and-learn at our Aberdeen office with JCDecaux Outdoor. I was looking forward to it as it was only a few months ago we had an equally informative presentation from JCDecaux Airports.
JCDecaux is the market leader for billboard and large format advertising, but is now producing more and more digital advertising. This means the campaigns they are carrying out for recognisable brands are beginning to go "viral" online. Mark and Linda showed us some of the campaigns they have produced for Pepsi. Perhaps the highest profile of these is the interactive bus shelter campaign. Other great examples include the Mini’s 'Not Normal' campaign, and finally the Lipton Tea Campaign. These are just a few examples, but many more can be found on their website.
The examples above showcase what is now achievable in advertising and the ads have had a great reaction from the public. It proves that innovative, creative, digital advertising can still capture an audience's attention, and connect emotionally with the public, sometimes even surprising people.
It also illustrates that advertising – done tremendously well by creative agencies that are willing to use new technology to push the boundaries of what is possible – can still be incredibly exciting, fun and, most importantly, memorable. This has to be good for any brand, large or small aspiring to engage with their target market.
Fifth Ring has an outstanding track record of delivering effective integrated marketing campaigns for its clients over many years and it was really exciting for those of us in the advertising, design and digital media fields to see what is possible with modern outdoor ad space. It has provided us with much food for thought (well, it was a lunch-and-learn after all!) and no doubt we will be speaking to our clients about how we can make best use of technology to bring their products and services to a wider audience, including potential customers.
On behalf of everyone at Fifth Ring, I'd like to thank Mark Watson and Linda Hammond from JCDecaux Outdoor for coming to showcase their products, it got a great reaction from all who attended.