| 标题 | The Mistake |
| 广告公司 | BBDO Belgium |
| 广告战役 | The Mistake |
| 广告主 | JC Decaux |
| 品牌 | JC Decaux |
| 首次发布日期 | 2016 / 5 |
| 行业领域 | 其他 |
| 哲学 | This year, JCDecaux, well-known for their 2m2 billboards, caused a bit of a stir amongst advertisers. JCDecaux sent out a direct mail to tell them about their outdoor opportunities. Every advertiser received a miniature 2m2 billboard featuring one of its own ads. Thoughtful. Except they made a huge mistake, one you’d never want to make with your clients. JCDecaux had confused their biggest clients’ products with those of their biggest competitor. Nike received a miniature 2m2 billboard for their Nike Stan Smith. Dior for their Dior No5, Apple for their Apple Xperia, etc. This obviously caused a strong reaction amongst the marketing directors. As a major advertiser, there’s nothing as frustrating as being confused with your closest competitor. And no one understands this frustration better than JCDecaux. Why? Because they experience it every day. Most advertisers think that that they should go to JCDecaux’s biggest competitor for other formats. This is certainly a mistake. Because JCDecaux also offers larger formats. JCDecaux apologised for their intentional error in an accompanying letter. “We are sorry we have intentionally mistaken you for a competitor. We just wanted to let you know how we feel every day. But we assure you that if you choose our networks for your next campaign, it would not be a mistake.“ |
| 结果 | The most erroneous mailing ever later turned out to be the right one. Because demand for larger formats rose by 15%, which means that their larger formats are 100% sold out for the next six months. |
| 媒体类别 | 案例研究 |
| 长度 | |
| 创意总监 | Arnaud Pitz |
| 创意总监 | Sebastien De Valck |
| 联合创意总监 | Klaartje Galle |
| 创意团队 | Toon Vanpoucke |
| 创意团队 | Morgane Choppinet |
| 客户主管 | Isabel Peeters |
| 客户经理 | Marleen Depreter |
| 战略企划 | Tom Vingerhoets |
| 战略企划 | Jan Van Brakel |
| 客户主任 | Veerle Colin |