JCDecaux UK has picked up three awards at The Drum Awards for Advertising, in the ‘Dynamic and Interactive Digital Screens' and ‘Innovation’ categories.
In the Dynamic and Interactive Digital Screens category, our Creative Solutions Team won Gold for ‘Share the Warmth’ with Quaker Oats (with Grand Visual, Talon, OMD, and Uncommon Creative Studio); JCDecaux UK were also awarded Silver for Coca Cola's #TakeATaste Now Virtual Vending Machine (with Essence Mediacom, savi UK, Studio Dialect, and DOOH.com), which incorporated AR technology and invites fans to try Coca-Cola Zero Sugar.
Meanwhile, JCDecaux Airport won Gold for Innovation with a Programmatic campaign delivered for Transport for London (with Wavemaker UK, VCCP, Kinetic, and DOOH.com), which - using a combination of Heathrow flight data and TfL Elizabeth Line departure times - welcomed passengers at the airport with live information about how to travel into London- in the language spoken by the country the plane had arrived from.
Check out the award-winning case study below, which was published in The Drum for Quaker Oats.
Quaker Oats is on a mission, to provide a warm breakfast to families across the UK during winter. On its quest to achieve this, it created an interactive campaign to drive fame and relevance of Quaker as a hot breakfast option in the winter months. This was brought to life with its first-ever dynamic special build Out-of-Home activation.
The approach for this campaign was two-fold. To drive awareness of Quaker’s partnership with Magic Breakfast & FareShare, roadside classic 48-sheet billboards ran across the country.
The second arm of the campaign centred around live weather triggers, as Quaker incentivised passers-by to scan a QR code to access a voucher that was based on the day’s temperature – the colder the day, the more consumers saved.
To bring this to life in OOH, roadside digital 6-sheets with JCDecaux UK were deployed featuring a live temperature widget by location, that updated based on a weather API feed to drive relevance.
The objective of this campaign was to drive perceptions of Quaker as a brand that supports communities and helps fuel children’s potential through a nutritious breakfast, whilst reinforcing brand & product relevance in the key winter season.
This campaign featured two activations: a thermal camera application built into JCDecaux Street Furniture in Kingston, plus a range of roadside digital 6-sheets displaying live temperature widgets.
The bus shelter activation was a UK-first for Quaker Oats, making it significant for the brand and the PepsiCo portfolio. The activation scanned and displayed the thermal images of passers-by to showcase body temperature and reinforce brand relevance as a warming meal, this was done by mounting a thermal camera to the top of the shelter and displaying the imagery of the individual directly in front of the screen. The artwork also included a live temperature widget which is displayed as an overlay on the thermal video feed so that the audience could see dynamic content on screen.
The success of this campaign can be seen through the impressive results:
The wider goal of the campaign was acknowledged and has helped Quaker's sustainability perceptions increase. This shows that the audience felt like it was giving back and engaging in the community.
The bus shelter activation delivered significantly stronger levels of attention and engagement with consumers. This in turn boosted bottom-funnel metrics and consumer action:
A hugely successful campaign with a meaningful message behind it. Click here to read the full story on The Drum