With the U snap application that can be downloaded from 13 October onwards (for iPhone owners, to begin with), JCDecaux is revolutionizing outdoor advertising and providing hoardings with the content that advertisers desire, whether they are brands, services or communities. Equipped with this free software based on image recognition, the only thing the cell-phone surfer has to do is to photograph the advertisement that interests him/her to directly access information concerning the product or service, find out the nearest sales point, museum or related place with the help of its GPS, discover videos or discount offers …  “An innovation that pushes back the limits of outdoor advertising, as its potential is endless, and a great advantage for brands, communities, consumers and citizens”, says Jean-Charles Decaux, Chairman of the Board. The launch of u-snap from 13 to 20 October, which also includes a competition, is being organized with the complicity and partnership of three advertisers, one of them being Nuxe (see www.u-snap.net).

And from 20 October, street fittings displaying the “u-snap” pictogram, signalling the potential of this new technology, will commence its new existence, with advertisers such as Lancôme, Mini, Gaumont, Orange and ChupaChups. “As precursors in digital, we wanted to offer a new experience to our consumers.  With Lancôme’s Absolute Rouge ad campaign equipped with u-snap technology, they will be able to discover colours and innovations in packaging, and also access information, advice, videos featuring our make-up artist”, says Virginia Gerin, CRM and Internet Director at Lancôme. This application, the result of 4 years of research to “find intuitive gateways” as Jean-Charles Decaux explains, was developed in partnership with Telequid. It is an extraordinary (technological??) advance and an additional service offered to the general public and advertisers, provided the latter develop quality websites for cell-phones, clever and attractive, to make people feel like setting off on an urban photo-safari.