JCDecaux needed to inform their existing customers about their new innovations. To do that, they had to obtain presentation meetings with some of Belgium's most important advertisers. To get their attention, JCDecaux and BBDO Belgium produced attention-grabbing direct mail in the form of massive outstanding bills. JCDecaux billboards are not only visible on the streets, they're visible on Google Street View, meaning brands have been getting years of free media space. BBDO Belgium sent advertisers a framed picture of their campaign taken from Google Street View, along with a letter and a detailed invoice. Thankfully for the advertisers, JCDecaux didn't really ask them to pay. They just wanted the chance to present to media managers, to which 60% of the advertisers reacted spontaneously.
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