More than 1.5 million views in 14 countries
In this regard, the Spanish subsidiary of JCDecaux led a remarkable campaign a few months ago which has just won the B2B Grand Prix at the Drum Awards after being awarded at Cannes this summer. Its heroine, Marina Prieto, a centenarian who occasionally published content on Instagram, enabled the billboard company to stem a 7% decline in advertising spending in the Spanish metro. Spotted by the David Madrid agency, Marina Prieto’s 54 Instagram posts were displayed for four weeks in all the capital’s stations, without a call-to-action, without brand mention… Enough intrigue commuters: everyone started talking about this mysterious old lady who was invading the subway. And when the conversations percolated in the media, JCDecaux communicated to advertisers the reasons and results of this campaign, demonstrating the power of display.
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In one month, Ms. Prieto’s publications totaled more than 1.5 million views in 14 countries and her Instagram account with 28 subscribers experienced dizzying growth of 39,285%. During the months following the campaign, JCDecaux saw its reservations explode, managing to convince 185 new customers and doubling investments on its media.
For the record, we will recall that in 1999, the Belgian daily publishers carried out a somewhat similar action, publishing in all their newspapers a full page advertisement announcing the marketing of the first whiskey made in Belgium… In a few hours, more than 10,000 people responded to the Coburg 1830 call and called the competition’s payphone line. This media stunt made it possible to launch the national NP offer and its more than 5 million daily advertising contacts, still in force today.
Advertiser : JCDecaux
Agence : David Madrid
Media : display
