The glossy creatives currently gracing much of the Gautrain routes are part of a massive global, multi-platform advertising campaign to launch JOY, a feminine new fragrance by Dior.
It’s the first time in 20 years that the fashion house has released a women’s fragrance, and according to Francois Demachy, Dior Perfumer-Creator: “To tell its story I chose to create an enveloping scent, marked by softness as well as by energy. JOY by Dior is a breath of fresh air, a path one travels, which carries you away.” It is therefore fitting that the advertisements, featuring a high-end shoot of Lawrence on location at a hilltop house in Los Angeles, have travelled across the globe and now find themselves gracing successive billboards across large swathes of the Johannesburg commute.
Billed as an “ode to the pleasure in life” JOY has managed to achieve an effective and impactful OOH campaign that will have tongues wagging for months to come, thanks in no small part to JCDecaux, with its partner in the Gautrain project – The Strategic Partnership Group (SPG), a shareholder of Bombela Concession Company – which have exclusive advertising rights at nine Gautrain stations in the Gauteng province. The Gautrain makes 3.6-million commuter trips per annum.
Launched in South Africa on 3 September 2018, the JOY OOH campaign runs until the end of the month and makes use of Gauframes and Digital Interactive POD Screens at the Gautrain Station.
As the number one outdoor advertising company worldwide, JCDecaux is well-versed in successfully partnering in campaigns of this calibre.
Said Chris Hitchings, Sales and Marketing Director for JCDecaux, South Africa, “The Dior campaign is just one example of the world-class campaigns we are involved with. Our carefully selected, and continuously monitored, locations across the country, provide ample scope for extensive reach across target audiences from kasi to couture.
This together with the innovative solutions thought up by our creative team, means we are perfectly positioned to advise and devise the best OOH solution for your brand.”