ToshibaBuilding trust with the most influential business audience

Why Airport?Convergence of the right audience and environment

The Right Audience

Source: JCDA Business Traveller Research 2011

The Audience - Business Traveller

Source: JCDA Business Traveller Research 2011, TGI Premier 2011

I.T. Decision Makers

Source: JCDA Business Traveller Research 2011, TGI 2011, Ofcom - Communications Market Report: UK 2011, Airport Stories, JCDecaux Airport, 2011

Business Users; Affluent early adopters…

… who are tech savvy

Source: JCDA Business Traveller Research 2011, IPSOS Business Elite Survey 2011

The ‘halo effect’; The Power of Influence

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

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

Tech owners who are early adopters

Base: All (251), Which of the following personal technology products do you own?Source: GB TGI Q4 2012

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

The Right Environment

Airports are a place where passengers identify with others using technology

Use technology at the airport

Source: Airport Stories, JCDecaux Airport, 2011

Synergy; Trust and reliability

A modern, digital environment and portfolio; The Airport environment embodies technology

Enhance international brand credentials

Source: Airport Stories, JCDecaux Airport, 2011

Interactive opportunities

83% of passengers want more interactive screens; 66% want to download entertainment

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

The Right Formats