To promote the new McQueen Graffiti, British fashion house Alexander McQueen turns Hong Kong into its stage by running an avant-garde Tramcar Parade through the heart of the city.
We are thrilled to announce that JCDecaux Cityscape has won the Best Programmatic DOOH Media award, and a silver Best Media Campaign – Out-of-Home award, at the Spark Awards organized by MARKETING-INTERACTIVE.
JCDecaux Cityscape is the first-ever winner to be crowned with the new Best Programmatic DOOH Media, which recognizes the media owner that leverages machine learning and data to automate their digital out-of-home channels. This prestigious accolade reinforces JCDecaux Cityscape’s position as a pioneer in the programmatic digital out-of-home (pDOOH) sector.
In 2018, our forward-thinking pushed us to introduce the market’s first and unique sensor based real-time impression measurement model to our Bus Shelter Network on Hong Kong Island, building a solid foundation for the launch of pDOOH.
JCDecaux Cityscape’s programmatic journey in Hong Kong started in September 2021. We simplified the pDOOH offerings to reduce advertisers’ technical constraints, and to uncover the mystery behind the process by making campaign planning and analytics transparent.
Our fashionable Tramcar Parades was crowned with a silver award for Best Media Campaign – OOH. This creative solution transformed a Hong Kong heritage icon into a viral-capable medium, by turning the heart of the city into a stage for brands to harness the striking impact of consecutive Tramcars, with additional impact achieved by integrating the Tramcar campaign with KOLs and social media to amplify marketing impact.
Moving forward, we are dedicated to driving pDOOH growth in the industry. JCDecaux Cityscape is actively educating the industry on pDOOH and sharing our valuable knowledge with professionals, by hosting webinars and providing regular updates in various formats. We will also continue to explore other innovative media solutions with high potential effectiveness, so our clients can better engage their audience and drive great commercial value with their campaigns.
