The concept for the campaign stems from the ‘Strange Search Request’, an award-winning brand video made by students at the German film academy Baden-Württemberg. In the video, the strange search, performed through the search engine, is transformed into a situation where a tree is exactly where the search was made – from the city bus to the lecture hall – and the words Ending with, no matter how strange. Your search request, we plant trees anyway.
JCDecaux shows its digital display expressions with unusual searches that are also made in the cities where the objects are located.
The campaign is a part of JCDecaux’s nutrition program, a division within the company that works with permanent startups across Europe to help raise awareness of its brand.
Hannah Vikes, CMO Ecocia: “This is our first major OOH campaign and we could not get better with a partner like JCDIX, who is committed to Net Zero and shares our ambitious goals to tackle the climate crisis. With their support, we can reach millions of new Ecocia users and then plant millions more trees worldwide. ‘
The campaign is called ‘Strange Searches’ and will roll out in more than 3,700 items across 12 cities in Europe: Berlin, Hamburg and Cologne in Germany; Paris, Lyon, Bordeaux and Marseille in France; Rotterdam in Amsterdam and the Netherlands, and London, Manchester and Edinburgh in the United Kingdom. The campaign aims to inform new users that they can plant trees through their searches.
Hanilor Majur, Managing Director JCDecix Netherlands: ‘We are very proud of this collaboration with Ecocia. Proud, because with this campaign we help create Ecocia awareness and are also proud, because with this campaign we are recognized for investing in a global commitment to reduce our carbon footprint. At JCDecaux, this is beyond a hollow marketing slogan, which is proved by our good score at FTSE4Good and the fact that JCDecaux has achieved the highest AAA score in MSCI (Morgan Stanner Capital International) Corporate Social Responsibility. This makes JCDecaux the only company in the media and entertainment sector with such a score. Just make a difference, especially during this period. ‘