Communication within the “Business to Business” (B2B) sector often takes a backseat compared to other industries. This is evident when analyzing campaigns in agencies or media companies, where the saying “shoemakers are always the worst shod” rings true. Even as someone who has created a few campaigns myself, I must admit that none of them have been truly memorable.
However, there are always exceptions to the rule. JCDecaux’s recent campaign in the American fashion press, titled “The street is your runway,” stands out as one of these exceptions. This campaign demonstrates strategic brilliance on multiple levels:
Firstly, the combination of carefully crafted words and captivating photographs perfectly encapsulates the essence of luxury. It allows us to unravel the intricacies of this domain on a daily basis.
Secondly, the desirability of the JCDecaux brand is further enhanced by the powerful advertising locations it holds on Fifth Avenue in New York City. The campaign’s slogan holds a dual meaning, suggesting that because the streets are our runways, JCDecaux owns the most sought-after streets in the world. This reinforces the brand’s credibility and adds to its appeal.
Finally, there is a proud European touch evident in the choice of featured brands: Ami, Burberry, and Vuitton. This selection not only showcases the glamour and prestige associated with these European fashion powerhouses, but it also adds an extra layer of sophistication to the campaign.
I applaud JCDecaux for this masterclass in B2B communication and sincerely hope that their efforts are acknowledged by our colleagues at the Grand Prix Stratégies du Luxe 2023!
To see the campaign in action, you can visit JCDecaux North America’s Instagram page here.
For more information about the Grand Prix Stratégies du Luxe, please visit their official website here.
