Today, Europcar begins a live digital outdoor campaign to promote freeDeliver, their new hire car delivery and collection service which will “save an hour in your day.” The campaign is based on a Twitter stream from #myextrahour where people describe what they will do with the hour they gain. The tweets can be seen across JCDecaux’s D6 network and on i, the new Première digital site on London’s Cromwell Road.
The creative features Europcar’s branding and url with the freeDeliver logo and poses the question “What would you do with your free hour?” Below this a scrolling twitter feed runs through the responses such as “I’d use #myextrahour to lie down and digest this pizza and chips” for example. Under the Twitter headlines the call to action prompts “What would you do? Tell us at #myextrahour.”
This is the first live copy execution to run on JCDecaux’s i site which launched earlier this month. The campaign is managed through Grand Visual’s OpenLoop platform which allows advertisers to manage live copy executions across all major UK DOOH networks.
This live campaign was booked by MediaVest and is supported by broader outdoor, TV and online activity.
Ken McCall, Managing Director, Europcar, said ‘This is a great way to get customers participating in the advert itself and keeps the content fresh, interesting and relevant.’
Dan Dawson, Digital Director of Grand Visual comments: “Now the technical infrastructure is in place to host and stream live DOOH campaigns it is great to see advertisers using the medium to mirror and amplify online communications bringing a new immediacy and relevancy to outdoor communication.”
Jaimes Leggett, Managing Director, at Ogilvy & Mather comments: “It’s great to be able to leverage social media activity at a broadcast level. Bringing these Twitter feeds direct to the iconic i site and on D6’s nationally is a great way to inform consumers about the benefits of freeDeliver as they go about their normal day.”
For further information please contact
PR Manager, JCDecaux
020 7298 8023/ 0776 970 1268
janet.guest [at] jcdecaux.co.uk