- Australia
Leading Out-of-Home media company JCDecaux has partnered with Australasia’s leading beauty retailer, MECCA to develop Australia’s first pay-to-dispense street furniture panels, offering holiday shoppers a quick and convenient gifting solution.
This innovative activation is the first time that payWave and credit card payment technology has been combined with dispensing capabilities, allowing MECCA to get gift cards in the hands of consumers in carefully selected, high-footfall transport and retail hubs.
The partnership with MECCA is part of the retailer’s Holiday campaign, The Beauty Spectacular, which focuses on bringing beauty to every moment, while celebrating beauty in every moment. The sleek gold physical Holiday gift cards are ideal for loved ones who are hard to buy for or anyone looking for last minute gift options - one card, thousands of beauty choices.
JCDecaux Group Manager - Creative Solutions, Sheree Groves, said: “We love discovering ground-breaking ways to create more meaningful and engaging connections with people, that also deliver on our client’s objectives. We’re thrilled to partner with MECCA to deliver this Australian Out-of-Home media-first; a unique approach to distributing MECCA gift cards, creating a hassle-free holiday shopping experience from the beach in Bondi, to catching a tram in Melbourne.”
MECCA’s gifting panels are located at Bondi Beach in Sydney and Federation Square in Melbourne, impacting audiences while they wait for their bus or tram; as well as Queen Street Mall in Brisbane, reaching people in the city’s busiest retail location.
Kate Blythe, MECCA’s Chief Marketing Officer said: “This Holiday campaign we aimed to bring the MECCA magic to life for new and existing customers outside our stores and are thrilled to deliver these innovative Out-of-Home media and interactive digital experiences, in partnership with JCDecaux and OMD, that make the customer journey seamless and fun for shoppers searching for the perfect gift. Extending MECCA’s unbeatable in-store experience into the outside world in unexpected, accessible, and industry-leading ways will be an ongoing part of MECCA’s strategy as we move into 2022.”
Penny Shell, Head of Product at OMD, said: “We chose Out-of-Home for its ability to drive attention for MECCA while people are out-and-about shopping in the lead up to the holidays. Large Format and Street Furniture are perfect to showcase MECCA’s stunning creative with reach and scale, while the special build ‘gifting’ panels take the MECCA experience beyond the store for a surprising, convenient and interactive Shopping experience.”
MECCA gift cards are available in $25, $50 and $100 values and can be redeemed in any of MECCA’s stores and online at mecca.com.au/meccabeauty.co.nz. MECCA’s gifting panels are live until 20 December.