- Australia
Mars, EssenceMediacom, T&Pm, and GroupM have been selected as the 2024 winner of the JCDecaux PROGRAMMATIC Campaign of the Year Award for the campaign Extra’s Gum Cities. The winning entry demonstrated successfully using programmatic Out-of-Home to increase brand awareness, improve sentiment, and drive sales growth.
Designed to engage Gen Z students, workers, and commuters, Extra’s Gum Cities proved how Out-of-Home connects brands with young audiences in the moments that matter. Recent research shows Gen Z value real-life experiences as much as their digital world. By strategically placing creative in targeted environments, the campaign drove significant shifts in brand perception and purchase intent, leading to instant and sustained sales growth of up to 10% across the eastern seaboard*.
Brad Palmer, National Programmatic Director, JCDecaux, said: "The judges agreed that Extra’s Gum Cities showed the real power of programmatic Out-of-Home - not just in reaching audiences, but in driving business outcomes.
By combining data-led targeting with creative that resonated in real-world settings, Extra’s Gum Cities connected with target audiences in ways that felt natural and relevant, ultimately driving both engagement and sales."
Results of the programmatic Out-of-Home campaign included**:
• +64% increase in purchase consideration
• +206% rise in positive brand perception
• +106% improvement in brand clarity
The campaign utilised GroupM’s digital Out-of-Home planning platform, Journeys, to optimise location selection and ensure relevance at scale. Alongside its Out-of-Home presence, the fully integrated, omnichannel campaign extended across BVOD, radio, and social media.
Michelle O’Brien, Client Managing Partner from EssenceMediacom said: "Younger audiences expect brands to meet them where they are, not just online, but in the environments they move through every day. Programmatic Out-of-Home played a critical role in reaching them, ensuring Extra’s Gum Cities was visible at the right time and place. The results speak for themselves; programmatic Out-of-Home allowed Extra to deliver a breakthrough result and campaign. Recognition through this award reflects the collaboration and expertise across our teams in using data and dynamic creative to drive business targets."
With tailored messaging for different audience segments and locations, Extra’s Gum Cities used dynamic creative triggers within the DSP to adjust content based on time, day, environment, and mindset. Morning rail commuters were served Put today on the right track, while evening commuters saw Departing platform. Students near universities saw Morning Chewtorials in the mornings, while nightlife districts featured Chew the Night Away from Thursday to Saturday.
Frances Birsa, Gum & Mints Portfolio Director at Mars Wrigley said: "Chewing Extra Gum delivers Australian consumers a refreshing and unconventional me-moment in an increasingly chaotic world, and our Gum Cities campaign helped us reinforce that. Programmatic Out-of-Home gave us the flexibility to tailor our messaging to different audience segments at scale, ensuring we reached people when they were most receptive. This level of precision helped further integrate Extra Gum into people’s routines, reminding them to chew Extra whenever they're looking for a simple way to take a bite-sized me-moment.”
The judges also awarded Highly Commended to HSBC’s International Airport Travel campaign aimed at increasing foreign exchange transactions with international visitors departing and arriving in Sydney. Using JCDecaux’s Sydney Airport network, the campaign aligned creative messaging with flight schedules and audience movement patterns at Sydney Airport’s T1 International terminal. The judges were impressed by HSBC’s clever use of data that resulted in positive brand sentiment and a significant increase in foreign exchange transactions.
The JCDecaux PROGRAMMATIC Campaign of the Year Award celebrates data-driven innovation and effectiveness in Out-of-Home. Extra’s Gum Cities and HSBC’s International Airport Travel campaign highlight how programmatic Out-of-Home combined with effective creative and strategic placements, can deliver real results.
Sources: *Sales results, **Happydemics
Click here to find out more about programmatic Out-of-Home.