JCDecaux and Alphabet Studio have launched a 24 hour responsive content campaign showing the power of its outdoor screen network.
The campaign saw JCDecaux's new digital screen network tell the story of a day in the life of a character - a typical Sydneysider - using more than 5700 images, changing every 10 seconds.
JCDecaux marketing director Essie Wake says: "It’s literally a 24 hour responsive content campaign. As Sydneysiders woke on Monday to see the first of our screens ‘switched on’, the network connects to a live data feed and a 24 hour clock begins ticking.
"The changing time of day then prompts a new image to display every ten seconds. So, as we become part of the City’s day, for 24 hours we told a familiar story – the day in the life of our audience. It was our way of saying ‘Hello’ Sydney”.
The campaign celebrates the start of JCDecaux's digital revolution, which sees the unveiling of 84 inch ultra HD digital "Citylight" screens in operation across Sydney CBD. More than 100 panels are scheduled for roll-out in the city as part of JCDecaux's wide scale digital transformation.
Alphabet Studio art director Paul Clark says the creative is essentially a 24 hour stop motion animation.
"By developing a character who actually lives in the JCDecaux 'Citylight' network we had the opportunity to flex a bunch of creative muscles. Sydney gets to share the journey of his day – up close and personal. We watch him shave. He takes us to work on his bike. As the day comes to an end, he invites us on a date and we go dancing before retiring to bed for a dream filled evening”, says Clark.
JCDecaux General Manager, Sales and Marketing Max Eburne says market feedback to the roll out has been "exceptional".
"Our partners will benefit from greater campaign impact, as we combine the prime locations and inner city dominance of JCDecaux’s network with a format capable of dynamic messaging and greater contextual relevance.”
Credits:
Client: JCDecaux Australia
Creative Agency: Alphabet Studio
