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JCDecaux takes home Gold at the Media Week Awards 2009

19 November 2009

The smart thinking that won over Danone’s business wowed the Media Week Awards judging panel, who awarded Gold to JCDecaux for the very first time, in the Sales Pitch Niche (under £250k) category.  

JCDecaux was able to convince Danone and Mediaedge: cia that price promotion was having a negative impact on brand loyalty, and that the client needed to convert to branding campaigns on Outdoor. 

Tim Hufford, Head of JCDecaux Retail, argued that long term commitment to this strategy was essential to its success, and, using EPOS data, forecast a 5% growth at full price, if the campaign ran across 5 bursts of activity over 5 months. 

The gamble paid off for Danone, who achieved a 4% sales increase in the first month, followed by 9% and 15% in the following consecutive months. 

The campaign proved that frequency messaging reaching the right audience, is able to drive brand awareness and increase sales.

 

 

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