JCDecaux Unveils Chameleon Package

JCDecaux has secured Nissan as the first advertiser to use its new “Chameleon” advertising package.

The package consists of 17 sites that change creative execution depending on whether or not the poster’s back illumination is activated. Nissan has designed a series of special posters for the sites, which according to JCDecaux look completely different during the day than they do at night.

The new sites, which include JCDecaux’s 96-sheet network in London and its giant “The Difference” formats, will be unveiled on 18 February and will be used by Nissan to promote the launch of the new Primera. JCDecaux’s marketing director, David McEvoy, said: “New techniques like ‘Chameleon’ are what makes outdoor advertising the cutting edge medium it is today.”

According to the Outdoor Advertising Association, total revenue for the outdoor industry fell 3% over 2001 to £676m. However, the industry body is positive about the prospects for the coming year (see Outdoor Advertising Saw 3% Revenue Fall In 2001).

JCDecaux: 0207 298 8000 www.jcdecaux.co.uk

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