understanding your brand purpose- jc decaux

12/16/2007 04:40:07 PM
JC Decaux the French outdoor media company is increasingly finding new ways of connecting advertising to urban environments.

Its latest move is to provide an advertising supported bicycle network in France called Velib.

Users can rent bikes for just $1.50/day with JC Decaux picking up most of the costs.

"But when we look at the city of tomorrow, what we understand from people is that they are expecting a city that is more sustainable, where mobility is easier and so on. So we did a 'trend-zoom' on mobility." Ass�raf's team concluded that city inhabitants have two expected 'givens' for the future. The first is what he calls in French 'intermodalite' (using several modes of transport in one day) and the other is mobility itself (actually wanting to move around, not stay still). "So we met inside our company and said "what can we deliver?", to give a new service to people, mixing inter-modality and mobility - which is out of our core business."

More here...






Posted by Ed Cotton
Tags: france (2) jcdecaux (1) urban (3) transportation (2) bicycles (2)

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