A pitch we did for JCDecaux. Until now their posters at busstops (called 'abri's' in Dutch) were just posters. But the new generation abri's contain multiple sensors, are connected with the internet and have colored LED-lighting that can be animated.
To let JCDecaux' clients know these abri's exist we thought of 'ABRI CADABRI', a campaign where advertisers receive a mailing explaining the mysterious posters and what can be done with them. When the QR-code is scanned the magic word can be entered and the abri will showcase everything it's got.
This way the various possibilities the new abri's have are communicated: connectivity with the internet, interactivity and controllable LED-lighting. Through counting how many times 'ABRI CADABRI' is entered online, it provides valuable information about the effect of the campaign.