When it comes to advertising luxury brands, the challenge is often in maintaining exclusivity while reaching a broad, but discerning audience. Cadillac, Macallan whiskey, and Bang & Olufsen have recently managed to do just that through JCDecaux’s high-visibility bus shelter advertising, creating campaigns that bridge the gap between affluent audiences and mainstream consumers. JCDecaux’s ability to marry mass appeal with upscale messaging lies in three key factors:
1. Eye-Level Engagement with Passersby
Bus shelter ads engage consumers at eye level, often when they are stationary and more likely to engage with the content. This allows for a more personal, immersive experience, which is particularly effective for brands like Cadillac that want to create an emotional connection with their audiences. Vehicular traffic and passersby are exposed to these brand’s messages which appeal to opulence, reinforcing brand recognition and desirability.
Cadillac, New York Digital Bus Shelter
2. Prime Locations in Affluent Areas
JCDecaux’s street furniture advertising network includes screens lining the city’s most high-end retail corridors like Fifth and Madison Avenues. By placing ads in areas where luxury audiences spend their time, these brands can maintain an air of exclusivity while also capitalizing on the high footfall that mass-transit infrastructure provides.
3. Crossing Over from Luxury to Mainstream
While higher end brands typically cater to higher-income consumers, JCDecaux’s broad reach allows these brands to appeal to aspirational consumers as well. For instance, younger urban professionals who may not yet be able to afford the upper echelon of these brands like Macallan are still exposed to them, making these products aspirational goals.
Macallan, New York City Digital Bus Shelter
JCDecaux’s Street Furniture Emphasizes Premier Shopping Districts
JCDecaux street furniture offers luxury brands a unique and powerful platform to elevate their presence in prestigious shopping districts like Oak Street in Chicago and Newbury Street in Boston. By integrating elegant, city information panels into the urban landscape, JCDecaux aligns with the sophistication of these iconic retail areas, capturing the attention of affluent consumers. These strategically placed installations not only provide a location-context and visually appealing medium for brands like Cartier, but also reinforce the exclusivity of the shopping experience. Up and coming luxury brands like MZ Wallace can also leverage our digital network to create immersive, high-impact campaigns that resonate with discerning shoppers, reinforcing their identity in premium retail environments.
In a world where luxury needs to maintain its exclusive status while staying relevant to a broader audience, JCDecaux provides the perfect platform to make that connection.