Most marketing directors think JCDecaux only offers 2m², that’s why JCDecaux sent them what they expect: a miniature 2m² billboard. But there was one mistake. They mixed up their brand product, with the product of their biggest competitor. With this, they attached a letter, where they pushed their buttons a little more. When the marketing directors read a little further JCDecaux revealed why they did this: they wanted them to know how JCDecaux feels every day. Because when most advertisers want to book big formats, they think they have to go to our biggest competitor. But they could easily also go to JCDecaux for that. JCDecaux also has a wide range of big formats. That’s why JCDecaux made the same mistake marketing directors always make with them, and deliberately mix up their brand product with the product of their biggest competitor.

JCDecaux chose to sent a box to Marketing Directors with a miniature 2m² billboard and a poster of their previous campaign. But there was a mistake: JCDecaux intentionally mixed up their brand product, with the product of their biggest competitor. There was also an attached letter where JCDecaux pushed their buttons a little more and revealed why they did this.

There was a 15% increased demand for bigger formats. That was exact the increase JCDecaux needed to sold out all their biggest formats for the upcoming 6 months.