JCDecaux Rolls Out Smart Sites For Daimler Chrysler
JCDecaux has launched a new outdoor advertising format designed to raise awareness of the benefits of Daimler Chrysler’s smart car, as part of an extensive nation-wide promotional campaign.
The new ‘smart site’ billboards have been designed to fill the gap between a row of standard 48-sheets or 96-sheets to illustrate how the car makes constructive use of the smallest spaces.
The sites, measure approximately 9 feet square and have been positioned at key central locations, where the smart car’s space-saving characteristics are particularly relevant. The new format forms part of a month-long outdoor campaign that includes national 48-sheets, 16-sheets and 6-sheets.
Commenting on the initiative, Sam Bridger, head of marketing, smart UK & Ireland, said: “As one of smart’s core brand values is innovation, we constantly challenge our agencies to deliver innovative media solutions that fit the brand’s cheeky personality.”
She added: “These unique sites have given us a fresh way to remind people that the smart city-coupé is the perfect car for the city, as it can get into all those little parking spaces that other cars would find a challenge.”
Last month JCDecaux appointed Yan Huybrechts as its new director of special projects with responsibility for developing the company’s expansion outside of its core billboard, street furniture and airport operations (see JCDecaux Appoints New Director Of Special Projects).
The latest figures from the Outdoor Advertising Association show that the industry has been performing well recently with revenue increased by 6.6% year on year to more than £195 million in the three months to September 2003 (see Q3 Gain Makes Outdoor The UK’s Fastest Growing Medium)
JCDecaux: 0207 298 8000 www.jcdecaux.co.uk
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