As two of the winners of a joint initiative between JCDecaux UK Reach and the Black Founders Fund by Google for Startups, Ruka and Boxx were awarded the prize of an Out-of-Home campaign with JCDecaux UK to help them scale up and build brand fame. Through this initiative, JCDecaux UK Reach have helped brands to ensure that minority ethnic audiences are fully addressed in bold, public-facing campaigns.
Ruka and Boxx also gained access to the latest data-driven planning tools and AI creative testing to optimise the effectiveness of their creatives. Working closely with JCDecaux UK's Data and Insights Team, Ruka and Boxx benefitted from the JCDecaux VIM tool to try to make sure that their creatives were working as hard as possible before going live!
Ruka are on a mission to create the definitive hair brand for Black women in the UK. Using the strapline, ‘Welcome to the Future of Hair’, Ruka’s campaign promotes their expertise which takes the latest science and innovation and applies it to the treatment and management of curly, oily and wavy hair.
Data-driven campaign planning means that it has never been easier to reach a diverse audience with Out-of-Home. By doing this, Black-founded brands can achieve inclusive engagement in an efficient and scalable way helping them prosper and grow. We are excited to be working with Ruka, helping them use the power of Out-of-Home to drive awareness and build their brand.Thanh Catachanas Programme Lead for JCDecaux UK Reach
Consumers will soon see Ruka’s campaign in railway stations and on large format digital screens across Birmingham and large and small format roadside screens in Manchester. The campaign is running from 28th August.
You can find out more about Ruka by listening to Founder, Ugo Agbai, on the Digital Changemakers podcast here.
Boxx’s campaign will raise awareness and drive downloads for the Boxx+ app. Boxx+ brings the boxing studio home and has been designed to create a space for people of varying fitness levels to create maintainable exercise routines. With creatives featuring people of different ages and ethnicities and multiple straplines, the Out-of-Home campaign incorporates a QR code which prompts people to download and trial the Boxx+ app.
Boxx's OOH creative includes famous influencer Paige Turley and sports journalist Reshmin Chowdhury.
We are beyond excited to have been the recipient of the JCDecaux UK’s Reach competition! A business of our size just would not have had access to a platform like this without it. This campaign will allow us to get the Boxx brand in front of a much wider audience than we have previously been able to. As well as spread our message that Boxxing really is for anyone! And hopefully get Londoners moving more!Anna Samuels Founder of Boxx
The campaign will run on roadside digital screens in London, in London shopping malls (Westfield Stratford City, The Chimes (intu Uxbridge), One New Change) and at Manchester Piccadilly Station for two weeks from 28th August.
Find out more about Boxx here.
