Motive and Decaux organise first European six-sheet drive

Starcom Motive and JC Decaux have created what is believed to be the first pan-European six-sheet poster campaign.

Starcom Motive and JC Decaux have created what is believed to be

the first pan-European six-sheet poster campaign.



The outdoor push, to launch Levi’s Engineered Jeans range, was a

short-term ’mega-weight’ drive.



Kicking off last Monday, it lasted one week and ran nationwide in six

countries across the Continent.



In the UK, dominant roadside six-sheet display was concentrated in key

conurbations. Adshel and Maiden, which hold the contracts for key

railtrack and local authority sites, were used to bolster the Decaux

coverage.



Spencer Berwin, group sales director of JC Decaux, said: ’Levi’s wanted

to achieve blanket coverage across Europe. Decaux operates as separate

units across the Continent, so the challenge of this campaign was

coordination across six different countries.



’This was done using our London office as a hub and making sure that the

space was available across some very popular locations for this

particular week.’



The pan-European campaign for the new line of jeans followed magazine

and television activity before the in-store launch. The countries

involved in the poster campaign were the UK, France, Germany, Holland,

Spain and Sweden.



Motive Communications won two awards for its work with Levi Strauss -

Best Use of New Media and Best International Campaign - at the Campaign

Media Awards in November.



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