How we created an industry leading sales tool and brand website with our Digital Blueprinting methodology
JCDecaux were firmly established as the “premium” OOH option in Australia. However, their unique ability to connect advertisers with valuable, hard to reach audiences, wasn’t fully appreciated by media buyers.
We needed to create a new website to properly communicate the JCDecaux offering, particularly to younger media buyers and planners who are more focused on reach and frequency than quality of audience.
We created a brand blueprint through a series of collaborative workshops with JCDecaux, defining their audience as a uniquely savvy one – the curators, brokers, foodies, creators, change makers and early adopters of Australia.
We therefore defined their Australian brand proposition as “Mix it with the savvy set”.
To bring this proposition to life, we found, photographed and interviewed dozens of members of the savvy set in Brisbane, Melbourne and Sydney, and built the site around this compelling content.