Multiple formats hit a sweet spot

JCDecaux’s insights community The Pigeon Project was surveyed to identify high dwell time locations for Cadbury’s audience. Citylights were then used to effectively target the Gen Z audience at key moments across their day, utilising the brand-building power of the format in key locations such a CBDs, beaches and other relevant hotspots.

StreetTalk was used to deliver proximity to point of purchase locations (using the power of geospatial planning tool ORBIT) and broaden reach with a complimentary geographical footprint and last window of opportunity messaging to Gen Zs.

The result of this was a dual purpose campaign that targeted the Cadbury audience at every touchpoint – where they bought their products and where they spent most of the time, to ensure cut-through.