JCDecaux harnesses tech to create a virtual trip for would-be travellers

By applying the traditional concept of a stokvel, adding a hefty sprinkle of technology and taking a Sho’t left on social media, Flight Centre, JCDecaux and South African Tourism have partnered on a series of Cook Offs that offer the very best of South Africa to its citizens.

The aim of the activations – which kicked off at the Kota Festival in Soweto in September, took place at the Soweto Street Cookout last weekend, and which will roll out in other parts of Soweto and Gauteng over the remainder of the year – is to showcase Flight Centre’s Stokvel, essentially a savings plan to inspire debt-free travel memories, while showcasing amazing local destinations and experiences to South Africa’s mass market.

Exploring travel opportunities at the Soweto Street Cookout in Mofolo Park

“There is a perception around travel that it’s quite expensive and that it’s only for a certain class of people,” said Phila Nyandu, South African Tourism’s Manager for Activations and Partnerships. “[This campaign] is about making sure that South Africans know that this is available to them and within the reach of their pocket. We’ve got a great country, a beautiful country, it’s your country you should enjoy it.”

The aim is twofold: to get people out of their homes travelling, enjoying and engaging with the unique experiences available in South Africa. For a minimum initial deposit of R500 groups or individuals can join the Stokvel and save up for various special deals available from Flight Centre.

The concept is brought to life through out of home (OOH) technology, from JCDecaux’s Blue Creative Solutions team. The customer journey starts with a green screen, where people can have their photo taken, before registering their details on one of two information touch screens and choosing an awesome South African backdrop for their image, which is then shared on social media. By superimposing themselves against the Blyde River Canyon, or about to take a virtual bungee off the Van Stadens River Bridge and so on, people can get a feel for what it might be like to travel to these places.

“Virtually placing people in desirable holiday scenarios creates a fun element and really heightens the experience,” said Lélanie Butler JCDecaux’s Head of Sales: Digital and Innovation. “This is just one example of how OOH can bring a brand’s message to life.”

By creating awareness, capturing people’s details on a database and sharing special deals and travel information, the campaign hopes to inspire future generations of intrepid domestic travelers.