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Outdoor media specialist JCDecaux and beauty retailer MECCA have developed Australia’s first pay-to-dispense street furniture panels.
payWave and credit card payment technology have been combined with dispensing capabilities, allowing MECCA to get gift cards in the hands of consumers in high-footfall transport and retail hubs.
The partnership is part of the retailer’s Holiday campaign, The Beauty Spectacular, which focuses on bringing beauty to every moment, while celebrating beauty in every moment.
The sleek gold physical Holiday gift cards are ideal for loved ones who are hard to buy for or anyone looking for last minute gift options.
JCDecaux Group Manager - Creative Solutions, Sheree Groves: “We love discovering ground-breaking ways to create more meaningful and engaging connections with people, that also deliver on our client’s objectives.
"We’re thrilled to partner with MECCA to deliver this Australian out-of-home media-first; a unique approach to distributing MECCA gift cards, creating a hassle-free holiday shopping experience from the beach in Bondi, to catching a tram in Melbourne.”
MECCA’s gifting panels are at Bondi Beach in Sydney and Federation Square in Melbourne, and Queen Street Mall in Brisbane.
Kate Blythe, MECCA’s CMO: “This Holiday campaign we aimed to bring the MECCA magic to life for new and existing customers outside our stores and are thrilled to deliver these innovative out-of-home media and interactive digital experiences, in partnership with JCDecaux and OMD, that make the customer journey seamless and fun for shoppers searching for the perfect gift.
"Extending MECCA’s unbeatable in-store experience into the outside world in unexpected, accessible, and industry-leading ways will be an ongoing part of MECCA’s strategy as we move into 2022.”
Penny Shell, Head of Product at OMD: “We chose out-of-home for its ability to drive attention for MECCA while people are out-and-about shopping in the lead up to the holidays.
"Large Format and Street Furniture are perfect to showcase MECCA’s stunning creative with reach and scale, while the special build ‘gifting’ panels take the MECCA experience beyond the store for a surprising, convenient and interactive Shopping experience”
MECCA gift cards are available in $25, $50 and $100 values and can be redeemed in any of MECCA’s stores and online.
The gifting panels are live until December 20.
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