Be Seen Be Remembered, Sydney airport domestic.
JCDecaux has launched its new brand positioning, Be Seen. Be Remembered.
Developed in partnership with Howatson+Co, Be Seen. Be Remembered. captures what makes OOH effective - visibility that leads to action.
"Out-of-Home has always been recognised for its scale and visibility," said Essie Wake, CMO, JCDecaux Australia & New Zealand.
"The question is not whether out-of-Home works - it does. But we know true effectiveness requires more than just being seen.
"Through our research and experience, we've identified four key drivers that transform campaign performance: portfolio quality, creative impact, sophisticated planning, and meaningful measurement. Be Seen. Be Remembered. is our commitment to helping brands maximise all these elements to create lasting impact."
JCDecaux’s research with System1 highlights the importance of OOH creative effectiveness. Findings show that 50% of OOH exposure results in no brand recognition, and among those that do, half do not create enough emotional engagement to influence behaviour.
Dave Watkins co-CEO, JCDecaux Australia & New Zealand, said the focus is on helping brands unlock the full potential of OOH.
"By optimising every campaign through testing, learning, and collaboration, we’re ensuring campaigns don’t just exist in the public space but actively engage audiences and drive results."
Chris Howatson, founder of Howatson+Co, said the time has come to think of OOH as the foundation channel for some campaigns.
"Be Seen. Be Remembered. captures this evolution with striking simplicity.
"It's both a statement of intent and a clear framework for effectiveness. JCDecaux has always shaped public spaces with impactful advertising; now they're shaping how we think about Out-of-Home's role in the media mix."
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