Most advertisers know JCDecaux as being an outdoor company that makes 2 meter billboards, but they have billboard sizes in a wide range. To get the word out, JCDecaux sent out miniature two meter billboards to companies, with a glaring mistake on each. They mixed their competitors names in to the mix. So Pepsi became Pepsi Zero. Apple became Apple Xperia. In the attached letter they let potential vendors know this is how they feel when their potential vendors feel inclined to go to competitors under the false assumption all JCDecaux does is 2 meter billboards. The result was JCDecaux sold out 100% of their billboards. Of all sizes.

Client: JCDecaux Agency BBDO Belgium Creative Director: Arnaud Pitz & Sebastien De Valck Associate Creative Director: Klaartje Galle Creative Team: Toon Vanpoucke & Morgane Choppinet Account Supervisor: Isabel Peeters Account Manager: Marleen Depreter Strategic Planner: Tom Vingerhoets, Jan Van Brakel Advertiser Supervisor: Veerle Colin (JCDecaux) Els Desmedt (JCDecaux)