It’s been 20 years since the House of Dior has released a new fragrance and to celebrate, the luxury brand launched a massive global advertising campaign, the out of home component of which included a large swathe of Gauteng’s Gautrain routes.
With actress Jennifer Lawrence as the face of JOY, the creative theme centred around beauty, glamour and elegance. Dior Perfumer-Creator, Francois Demachy, said that to tell its story he chose to create an “enveloping scent, marked by softness as well as by energy. JOY by Dior is a breath of fresh air, a path one travels, which carries you away.”
It is that story which has travelled across the globe, finding its way to Gautrain stations, gracing successive billboards across large swathes of the Johannesburg commute.
“The Dior campaign is just one example of the world-class campaigns we are involved with. Our carefully selected, and continuously monitored, locations across the country, provide ample scope for extensive reach across target audiences from kasi to couture,” said Chris Hitchings, sales and marketing director for JCDecaux, South Africa.
“This together with the innovative solutions thought up by our creative team, means we are perfectly positioned to advise and devise the best OOH solution for your brand.”
Billed as an “ode to the pleasure in life” JOY has managed to achieve an effective and impactful OOH campaign that will have tongues wagging for months to come, thanks to JCDecaux, with its partner in the Gautrain project – The Strategic Partnership Group (SPG), a Bombela Concession Company – which have exclusive advertising rights at nine Gautrain stations in the Gauteng province. The Gautrain makes 3.6-million commuter trips per annum.