JCDecaux Airport launches interactive Innovate division

LONDON - JCDecaux Airport has launched a new division, Innovate, which will use 3D builds, new printing techniques and digital screens to enhance airport campaigns.

Vodafone: the fridge at Heathrow
Vodafone: the fridge at Heathrow

The division will be managed by Nicola Greene, in addition to her role as head of JCDecaux Airport's experiential division, Sphere.

Innovate has signed up Cadbury Creme Egg as its launch campaign.

The activity will feature an interactive six-sheet poster site at Gatwick South, booked through Posterscope's Hyperspace and PHD. The touch-sensitive screen will allow passengers to play a game, "releasing the goo" from the Creme Eggs, and will mark the first joint airport and roadside Innovate campaign.

The division is launching a range of new products. Among them is  "Projections", which, using a motion sensor and webcam, will transform the image displayed when a passenger walks past a projection advertising screen.

Examples of effects could include fish swimming around the "shadow" of the passenger or the image swirling as the passenger moves.

Capitalising on the long dwell times at airports that make interactive campaigns appropriate, Innovate is also launching six-sheet products such as "6 Scents", which allows passengers to smell a fragrance via a push button spray on the ad panel.

Other products on offer include "Opinionators" with touch-sensitive panels for voting and "Dispensers", which provide customers with real samples at the touch of a button.

A range of specialist printing techniques will also be offered including "Electrolights" - where an electrical charge passes through the creative, lighting up parts of the poster - as well as "Lenticulars" and "Spangleys" (sparkling discs attached to posters).

In addition, advertising columns at airport entrances can be transformed with posters and 3D models secured to the roof.

Innovate was launched in the UK for JCDecaux's road-side business in 2001 and then rolled out across the outdoor firm's businesses worldwide.

Greene said Innovate was ideally suited to airports, with clients increasingly demanding "to do things differently", such as the Vodafone fridge it launched this month on the front of the Heathrow Terminal 1 building.

Although JCDecaux Airport has provided special airport offers in the past, it did not proactively suggest specials or provide a portfolio of ideas.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Square Mile publisher aims for 450,000 users for Festival Baby site

Square Mile publisher aims for 450,000 users for Festival Baby site

Square Up Media, the publisher of Square Mile magazine, is moving into the music publishing market with Festival Baby, a new website for festival fans.

Share
The language of content and how to find an agency that is fluent

The language of content and how to find an agency that is fluent

More than a few voices speaking at once normally means an inability to hear anything that's being said, regardless of the wisdom of any one speaker.

Share
Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Share

Get news by email