JCDecaux

JCDecaux creates tree-mendous billboard campaign for WKD

24 August 2009

This week Beverage Brands is branching out into the cider market with the launch of “WKD Core”.  The launch will be supported by a high profile billboard campaign, centred around customised posters in selected regions of the United Kingdom. 

Within WKD Core’s nationwide 48-sheet campaign residents of Belfast, Birmingham, Bristol, Glasgow, Leeds, Liverpool, Manchester and Sheffield will see JCDecaux billboards turned into larger-than-life apple trees. Massive 8 metre by 4 metre 2D cut-outs will be installed around each billboard to create the foliage, accompanied by 6 metre wide tree-trunk plinths. 

Beverage Brands’ media agency John Ayling and Associates worked with Source OOH in the planning and buying of the campaign, which was executed by Hyperspace, the innovations division of Posterscope and JCDecaux Innovate. The creative agency was Big Communications.    

Nick Smith, John Ayling’s planner on the Beverage Brands account explained:“WKD have a strong tradition of doing things differently; partnering with hyperspace and JCDecaux gave us the opportunity to bring a little bit of our unique brand personality to the cider market” 

Richard Simkins, Senior Project Manager in Hyperspace added that the campaign is guaranteed to resonate with the core 18-24 male audience: “Our proprietary research tool OCS tells us that 18-24 men who like to try new products are particularly impressed by customised posters – they are twice more likely than average to find them noticeable and memorable.  As such I’m in no doubt that WKD’s target audience will be entertained by this brilliant creative tree-tment.” 

Out of home is the lead medium for the launch, and is supported by presence across a number of press titles and an online viral game.