toshiba
TRANSCRIPT
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ToshibaBuilding trust with the most influential business audience
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Why Airport?Convergence of the right audience and environment
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The Right Audience
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Source: JCDA Business Traveller Research 2011
The Audience - Business Traveller
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Source: JCDA Business Traveller Research 2011, TGI Premier 2011
I.T. Decision Makers
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Source: JCDA Business Traveller Research 2011, TGI 2011, Ofcom - Communications Market Report: UK 2011, Airport Stories, JCDecaux Airport, 2011
Business Users; Affluent early adopters…
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… who are tech savvy
Source: JCDA Business Traveller Research 2011, IPSOS Business Elite Survey 2011
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The ‘halo effect’; The Power of Influence
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More knowledgeable and approachable
JCDA Engaged Britons are more knowledgeable and approachable than their friends, family and colleagues:
52% are more knowledgeable on Electronic goods/technology
56% are always/often asked for advice on Electronic goods/technology
Base: All (251)Q.5 How knowledgeable are you about the following, compared to friends/family/colleagues? Q.6 How often would you say you give advice to people about purchases of any of the following?Source; The Power of Influence, JCDecaux Airport, 2012
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Technology advice givers and seekers
Base: All (251), To what extent do you agree or disagree with the following? % AgreeSource: The Power of Influence, JCDecaux Airport, 2012; GB TGI 2012
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Tech owners who are early adopters
Base: All (251), Which of the following personal technology products do you own?Source: GB TGI Q4 2012
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Unsurprisingly they are also interested in…
• Interactive touch screens offering product information/service – 67%
• Entertainment downloads to portable devices – 66%
• Special offers received through mobile devises – 51%
• NFC/QR codes – 49%
Base: All (251), Which of the following personal technology products do you own?Source: GB TGI Q4 2012
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The Right Environment
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Airports are a place where passengers identify with others using technology
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Use technology at the airport
Source: Airport Stories, JCDecaux Airport, 2011
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Synergy; Trust and reliability
A modern, digital environment and portfolio; The Airport environment embodies technology
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Enhance international brand credentials
Source: Airport Stories, JCDecaux Airport, 2011
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Interactive opportunities
83% of passengers want more interactive screens; 66% want to download entertainment
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IBM
• IBM needed cut-through in a competitive corporate environment
• They were looking for a medium that offered arresting visual impact and the ability to measure a campaign’s success
• IBM utilised JCDecaux Airport’s eye-tracking research
• These results gave insight into what type of execution is most eye-catching:– A moving image, – Bright, primary colours.
“We have always had more of a free rein to develop our own partnerships with outdoor advertisers….in the past few years there have been great opportunities to do advertising in ways that just haven’t been possible before”
Rosemary Brown, Brand Advertising Manager, IBM
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The Right Formats