Out-of-Home advertiser JCDecaux partnered with beauty retailer MECCA to develop Australia’s first pay-to-dispense street furniture panels that offered MECCA holiday gift cards for $25, $50 or $100. The gifting panels were live until 20 December.
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| JCDecaux/MECCA panel at Flinders St/St Kilda Rd, Melbourne VIC |
“This innovative activation is the first time that payWave and credit card payment technology has been combined with dispensing capabilities, allowing MECCA to get gift cards in the hands of consumers in carefully selected, high-footfall transport and retail hubs,” said JCDecaux Australia group manager - creative solutions, Sheree Groves.
“We love discovering ground-breaking ways to create more meaningful and engaging connections with people, that also deliver on our client’s objectives. We’re thrilled to partner with MECCA to deliver this Australian Out-of-Home media-first; a unique approach to distributing MECCA gift cards, creating a hassle-free holiday shopping experience from the beach in Bondi, to catching a tram in Melbourne.”
MECCA’s gifting panels were located at Bondi Beach in Sydney, Federation Square in Melbourne and Queen Street Mall in Brisbane.
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| Campbell Parade, Bondi Beach, Sydney NSW |
“This Holiday campaign we aimed to bring the MECCA magic to life for new and existing customers outside our stores and are thrilled to deliver these innovative Out-of-Home media and interactive digital experiences, in partnership with JCDecaux and OMD, that make the customer journey seamless and fun for shoppers searching for the perfect gift,” said Kate Blythe, MECCA’s chief marketing officer. “Extending MECCA’s unbeatable in-store experience into the outside world in unexpected, accessible, and industry-leading ways will be an ongoing part of MECCA’s strategy as we move into 2022.”
Penny Shell, head of product at ad agency OMD, said: “We chose Out-of-Home for its ability to drive attention for MECCA while people are out-and-about shopping in the lead up to the holidays. Large Format and Street Furniture are perfect to showcase MECCA’s stunning creative with reach and scale, while the special build ‘gifting’ panels take the MECCA experience beyond the store for a surprising, convenient and interactive shopping experience.”
