Old meets new in this week’s Installation of the Week. JCDecaux recently promoted its new CMS known as SmartContent across the British Isles on select digital screens with a little help from one of the United Kingdom’s most beloved native sons: Bill Shakespeare. It works like this: In addition to custom data feeds, relevant Shakespeare quotes appear in relation to environmental factors like location, time and weather conditions.
JCDecaux provided this example: “If it’s gloomy in Glasgow, audiences may be treated to: ‘For the rain it raineth every day’ from ‘The Taming of the Shrew’, while sun in Southampton could trigger, ‘When the sun shines let foolish gnats make sport’ from ‘The Comedy of Errors’.”
With this witty display of triggered digital out-of-home content, JCDecaux is not only helping to commemorate the 400th anniversary of the Bard’s death, but the company is also demonstrating that the wheel not need be reinvented to capitalize on dynamic real-time content. In this case at least, the substance of such classic imagery and wordplay at the right time and place is enough.
“A fraction of all digital campaigns have a dynamic element,” said JCDecaux Dynamic managing director Alex Matthews. “At JCDecaux, we strongly believe in dynamic by default for digital campaigns, which is the driver behind launching SmartContent. The new global platform makes the process of serving creative based on real-time data for brands much easier and is a huge step forward in delivering contextually relevant ads in out-of-home.”
SmartContent will sit along the company’s buying and planning tool SmartBrics, with the accompanying campaign set to expire after a month. Generally speaking, the digital signage and display industry consists of remarkably friendly competitors. However, this simple and effective use of archetypical content in DOOH may have some competitor companies seeing the “green-eyed monster.”