The 2024 JCDecaux Programmatic Campaign of the Year has been awarded to Mars, EssenceMediacom, T&Pm, and GroupM for the campaign Extra’s Gum Cities.
The winning entry demonstrated successfully using programmatic Out-of-Home to increase brand awareness, improve sentiment, and drive sales growth.
Extra’s Gum Cities was designed to engage Gen Z students, workers, and commuters, and proved how Out-of-Home connects brands with young audiences in the moments that matter.
Recent research by the outdoor advertising company showed Gen Z value real-life experiences as much as their digital world. By strategically placing creative in targeted environments, the campaign drove significant shifts in brand perception and purchase intent, leading to instant and sustained sales growth of up to 10% across the eastern seaboard, according to sales results
“The judges agreed that Extra’s Gum Cities showed the real power of programmatic Out-of-Home – not just in reaching audiences, but in driving business outcomes,” Brad Palmer, national programmatic director, JCDecaux, said.
“By combining data-led targeting with creative that resonated in real-world settings, Extra’s Gum Cities connected with target audiences in ways that felt natural and relevant, ultimately driving both engagement and sales.”
The programmatic Out-of-Home campaign included a +64% increase in purchase consideration, +206% rise in positive brand perception and +106% improvement in brand clarity.
Brad Palmer: ‘The judges agreed that Extra’s Gum Cities showed the real power of programmatic Out-of-Home – not just in reaching audiences, but in driving business outcomes.’
The campaign utilised GroupM’s digital Out-of-Home planning platform, Journeys, to optimise location selection and ensure relevance at scale. Alongside its Out-of-Home presence, the fully integrated, omnichannel campaign extended across BVOD, radio, and social media.
Michelle O’Brien, client managing partner from EssenceMediacom, said: “Younger audiences expect brands to meet them where they are, not just online, but in the environments they move through every day. Programmatic Out-of-Home played a critical role in reaching them, ensuring Extra’s Gum Cities was visible at the right time and place.
“The results speak for themselves; programmatic Out-of-Home allowed Extra to deliver a breakthrough result and campaign. Recognition through this award reflects the collaboration and expertise across our teams in using data and dynamic creative to drive business targets.”
Extra’s Gum Cities featured tailored messaging for different audience segments and locations, and used dynamic creative triggers within the DSP to adjust content based on time, day, environment, and mindset. Morning rail commuters were served Put today on the right track, while evening commuters saw Departing platform. Students near universities saw Morning Chewtorials in the mornings, while nightlife districts featured Chew the Night Away from Thursday to Saturday.
Frances Birsa, Gum & Mints portfolio director at Mars Wrigley, said: “Chewing Extra Gum delivers Australian consumers a refreshing and unconventional me-moment in an increasingly chaotic world, and our Gum Cities campaign helped us reinforce that.
“Programmatic Out-of-Home gave us the flexibility to tailor our messaging to different audience segments at scale, ensuring we reached people when they were most receptive. This level of precision helped further integrate Extra Gum into people’s routines, reminding them to chew Extra whenever they’re looking for a simple way to take a bite-sized me-moment.”