Historically, JCDecaux has always been most famous for their 2m² billboards. The company installed their first bus shelter in 1964. Today, JCDecaux offers a wide range of others formats. Advertisers and marketing directors, however, still tend to be unaware of this offering and go to the biggest competitor to buy these formats.

We needed to raise awareness of our other (larger) formats among advertisers and marketing directors & increase the sales of these formats.

JCDecaux chose to sent a box to Marketing Directors with a miniature 2m² billboard and a poster of their previous campaign. But there was a mistake: JCDecaux intentionally mixed up their brand product, with the product of their biggest competitor. There was also an attached letter where JCDecaux pushed their buttons a little more and revealed why they did this.