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- Shanghai
- June 1, 2012
In 2012, to highlight Shanghai's urban cultural characteristics, the Art Channel of Shanghai Media Group (SMG) will attempt to roll out an "Hourly Chime" segment on its channel. On the hour, the art and cultural characteristics in different corners of Shanghai will be captured and displayed through the camera. Audiences will get a taste of the urban landscape by way of video, which will display Shanghai's cultural details, and will get a chance to savour Shanghai's unique customs. As an important element that makes up the city, Shanghai's symbolic architecture, old alleys, metro spaces, and the environs of the airport are all recorded by the camera lens; this corresponds to JCDecaux China's philosophy of beautifying spatial environment through media operations. Hence, the media environment and images of the metro, buses and airports in which JCDecaux China operates have also been gathered and recorded into this urban advertising clip. These will be shown in sequence at different time segments of Shanghai.
Before this, JCDecaux China has collaborated with the Art Channel of Shanghai Media Group (SMG) in "The New Voice" programme, and had launched "The New Voice - U联" co-branding image at the Shanghai Metro. This image has also become the first display image after JCDecaux China launched the "U联" product in China.
For this collaboration, the Art Channel and JCDecaux China hold similar philosophies as regards creating and displaying Shanghai's urban cultural elements. At the end of 2011, when the Art and Culture Channel was preparing the "Hourly Chime" programme, JCDecaux China was the first to make a recommendation. For JCDecaux, beautifying the urban environment through operating media is of utmost significant. The metro and public transportation have long been the most important means of daily transport for the public, and has enormous passenger traffic, while the attributes of the urban culture carried in the metro space and airport environment have made them become the best venues for telling stories of various brands. Therefore, the metro media, the bus media and the airport media have also long become major components making up the cultural characteristics of the city.
This promotion initiative is a brand new attempt by JCDecaux China to promote brand image. Unlike that in the past, it directly and effectively incorporates brand images into the "Hourly Chime" advertising clip, and displays the media images operated by JCDecaux China while highlighting the urban cultural characteristics of Shanghai. This advertising clip will be broadcast each day throughout the year.
Before this, JCDecaux China has collaborated with the Art Channel of Shanghai Media Group (SMG) in "The New Voice" programme, and had launched "The New Voice - U联" co-branding image at the Shanghai Metro. This image has also become the first display image after JCDecaux China launched the "U联" product in China.
For this collaboration, the Art Channel and JCDecaux China hold similar philosophies as regards creating and displaying Shanghai's urban cultural elements. At the end of 2011, when the Art and Culture Channel was preparing the "Hourly Chime" programme, JCDecaux China was the first to make a recommendation. For JCDecaux, beautifying the urban environment through operating media is of utmost significant. The metro and public transportation have long been the most important means of daily transport for the public, and has enormous passenger traffic, while the attributes of the urban culture carried in the metro space and airport environment have made them become the best venues for telling stories of various brands. Therefore, the metro media, the bus media and the airport media have also long become major components making up the cultural characteristics of the city.
This promotion initiative is a brand new attempt by JCDecaux China to promote brand image. Unlike that in the past, it directly and effectively incorporates brand images into the "Hourly Chime" advertising clip, and displays the media images operated by JCDecaux China while highlighting the urban cultural characteristics of Shanghai. This advertising clip will be broadcast each day throughout the year.