L'Oréal Garnier has won the 2025 JCDecaux Programmatic Campaign of the Year Award for its Vitamin C Daily Tinted Fluid campaign.
The campaign, developed by WPP Media agency Wavemaker, tackled the topic of sunscreen in Australia.
The strategy focused on turning SPF into a daily habit by pairing the skincare benefits of vitamin C with SPF50+ protection, reinforced through high-traffic OOH.
“Garnier’s campaign is an excellent example of what programmatic out-of-home can deliver when data, context and creativity work together,” said John Harris, chief sales officer, JCDecaux Australia and judge for this year's awards.
“It combined smart targeting and contextual messaging to build consistent presence at scale delivering results that matter - stronger brand measures and reported sales growth.”
Programmatic OOH enabled the campaign to reach target audiences with real-time optimisation, adjusting where and when the ads appeared for greater efficiency.
The campaign used dynamic messaging that updated with live weather conditions, reinforcing the message that SPF is important every day whatever the weather.
“We didn't just want to leverage programmatic DOOH to reach more people, but to land a contextually relevant message that would shift perceptions and drive consideration of Garnier in a cluttered category,” said Bridget Chaur, marketing manager, Garnier.
The campaign also delivered recognisable brand measures, including a 31% increase in brand familiarity and a 54% increase in consideration.
“This was Garnier's first major programmatic Out-of-Home investment, and it's set a new benchmark for what contextual, data-led Out-of-Home can achieve,” said Joshua Fithall, implementation & activation associate director, Wavemaker.
“The brief challenged us to make daily SPF a habit, and to help Garnier stand out in an increasingly crowded market. Programmatic out-of-home allowed us to do both, combining real-time optimisation with weather-triggered creative to deliver the right message in the right moment.”
Virgin Australia and PHD Media, in partnership with Yahoo DSP, received a highly commended for their Virgin Australia Business Flyer campaign.
The campaign used a data-led approach of dynamic alignment, geofencing and sequential storytelling to target key audiences in relevant moments, resulting in a 15% uplift in brand perception.
This year's winner was selected by a judging panel spanning media, marketing and technology, including John Harris, chief sales officer, JCDecaux Australia; Gai Le Roy, CEO, IAB Australia; Georgia Brammer, general manager APAC, Innovid; Ben Oliver, media & ICP lead ANZ, Mars Australia; and Sylvain Le Borgne, group chief data officer, JCDecaux Group.
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