L'Oréal Garnier has won the 2025 JCDecaux Programmatic Campaign of the Year Award for its Vitamin C Daily Tinted Fluid campaign, recognised for combining programmatic Digital Out-of-Home with contextual creative to drive measurable business and brand outcomes, including a reported 10% increase in sales during the campaign period*.
The campaign, developed by WPP Media agency Wavemaker, tackled a familiar challenge in Australia: while awareness of UV risk is high, many people still don’t apply sunscreen every day. Garnier’s strategy focused on turning SPF into a daily habit by pairing the skincare benefits of vitamin C with SPF50+ protection, reinforced through high-impact public environments people move through every day.
John Harris, Chief Sales Officer JCDecaux Australia and judge for this year’s awards, said: “Garnier’s campaign is an excellent example of what programmatic Out-of-Home can deliver when data, context and creativity work together. It combined smart targeting and contextual messaging to build consistent presence at scale delivering results that matter - stronger brand measures and reported sales growth.”
Programmatic Out-of-Home enabled the campaign to reach target audiences efficiently with real-time optimisation, adjusting where and when the ads appeared to maximise efficiency. The campaign used dynamic messaging that updated with live weather conditions, reinforcing the message that SPF is important every day whatever the weather.
Bridget Chaur, Marketing Manager, Garnier said: “Garnier is a brand rooted in a legacy of pioneering innovation. Our first foray into DOOH for our Vitamin C Daily Tinted Fluid campaign perfectly illustrates our commitment to testing and trialling new formats to bring innovation and market share growth to the brand. We didn't just want to leverage programmatic DOOH to reach more people, but to land a contextually relevant message that would shift perceptions and drive consideration of Garnier in a cluttered category. We didn't just showcase a product; we demonstrated to consumers how the Daily Tinted Fluid integrates seamlessly into their lives. A huge thank you to the Wavemaker Media & JCDecaux teams for helping us set the benchmark on how we engage with our community through digital excellence.”
In addition to the sales uplift, the campaign delivered strong shifts in brand measures, including +31% lift in brand familiarity and +54% lift in consideration*.
Joshua Fithall, Wavemaker Implementation & Activation Associate Director, said: “The Garnier team constantly challenge us to find smarter ways to drive impact, and this campaign is a direct result of that ambition. This was Garnier's first major programmatic Out-of-Home investment, and it's set a new benchmark for what contextual, data-led Out-of-Home can achieve. The brief challenged us to make daily SPF a habit, and to help Garnier stand out in an increasingly crowded market. Programmatic Out-of-Home allowed us to do both, combining real-time optimisation with weather-triggered creative to deliver the right message in the right moment. Alongside strong shifts in familiarity and consideration, this proves the power of Programmatic Out-of-Home when there is a clear strategic ambition. A huge thanks to the Garnier team for backing the ambition.”
The judges also awarded Virgin Australia and PHD Media in partnership with Yahoo DSP, Highly Commended for their Virgin Australia Business Flyer campaign. This used a data-led approach of dynamic alignment, geofencing and sequential storytelling to target key audiences in relevant moments. The aim was to increase brand awareness and loyalty program sign ups and was highly successful, driven by a strategic programmatic approach. With a +15% uplift in brand perception* and a clear progression of customers through the sales funnel, Virgin Australia effectively reached a nice audience driving tangible business growth.
The JCDecaux Programmatic Campaign of the Year Award was launched in 2023 as Australia’s first award dedicated to programmatic Digital Out-of-Home. It was created to recognise brands and agencies that are pushing programmatic Out-of-Home forward through smart strategy, standout creativity and innovation, and to encourage the market to keep raising the bar as programmatic trading grows in Australia.
This year’s winner was selected by an expert judging panel spanning media, marketing and technology including John Harris, Chief Sales Officer, JCDecaux Australia; Gai Le Roy, CEO, IAB Australia; Georgia Brammer, General Manager APAC, Innovid; Ben Oliver, Media & ICP Lead ANZ, Mars Australia and Sylvain Le Borgne, Group Chief Data Officer, JCDecaux Group.
*Results as supplied by campaign partners.