JCDecaux

BUPA launch JCDecaux’s new Première Platinum tower on the A3

03 April 2007

BUPA, the UK’s leading independent health and care provider, will be the first client to advertise on JCDecaux’s A3 Tower, the latest high-profile addition to the Première Platinum portfolio in London.  Booked through Starcom, the first creative to be shown on this 25 metre tall superstructure will be from BUPA’s new multi-platform ‘BUPA World’ campaign, in charge from 1 April and running for two months.  The site is the largest permanent advertising structure on the A3 providing 54 m² of advertising space on each of its 2 back-illuminated faces. BUPA’s campaign on the A3 Tower will feature creatives from their new advertising campaign which uses shapes and colours to represent people and places.  By using shapes rather than people, the advertising is designed to communicate the individual nature of BUPA’s product offering. BUPA brand and planning director David Grint said: “Our ‘BUPA World’ campaign is a move away from traditional healthcare advertising and this is reflected in our decision to use JCDecaux’s A3 Tower.  The heavyweight presence of the campaign’s TV adverts has established the ‘BUPA World’ campaign in consumers’ minds and therefore this very simple outdoor execution will have real impact.  We are very pleased to be the launch advertiser on this fantastic new outdoor site that will bring our message to over a million potential customers a week.” Janice Fernandes, Director of Première Platinum at JCDecaux said, “The A3 Tower is a fantastic statement site that will take BUPA’s message to a commuter-belt audience with a high disposable income. Superstructure sites such as the A3 Tower allow an advertiser to stamp their brand on the London skyline on a site that reaches a huge AB audience. Part of our Première Platinum portfolio of sites, this new A3 Tower is set to be an iconic London landmark.” The A3 Tower provides an unparalleled opportunity to target the AB commuter audience in London, facing 3 lanes of traffic heading to and from Surrey, the south coast, and across to Gatwick and Heathrow. 

The A3 Tower offers 1,300,000 adult impacts a week. (source DETR)  Research shows that 68% of those passing the A3 Tower are male, high earners with 50% at management level and 26% at senior management level. (source: Norwich Union Dataservice 2006). Research shows that the audience reached is more likely than the general population to own Audi, BMW, Jaguar and Mercedes cars and to read the Guardian, Independent and the Times.