JCDecaux needed to inform their existing customers advertisers about their new innovations. The aim was to obtain presentation meetings to inform Belgium’s most important advertisers about our digital features and new technologies.

We have sent each advertiser a framed picture of his own campaign on Google Street View. So we used digital content as a subject of our mailing to 53 of Belgium’s biggest advertisers. This way there is a clear link between our mailing and the digital features and innovations we want to inform them about.

JCDecaux billboards are not only visible on the streets but also on the streets of Google StreetView. Which means all these brands got years of free media space. So we sent them a framed picture of their Google StreetView-campaign with a letter and a detailed invoice to inform them about this issue. Of course we weren’t going to let them pay this amount. The only thing we asked them in return was their time to listen to our sales team. 60% of the advertisers reacted spontaneously. After a follow-up by our sales-team we obtained an extra 95 % of meetings.

We have sent the Direct Mail to 53 of Belgium’s biggest advertisers. 60% of them (32 advertisers) reacted spontaneously. After a follow-up by our sales-team we obtained an extra 95% of meetings.