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.
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.