Singapore, 16th July 2007 - On JCDecaux Mallscape network today sees a new interactive outdoor campaign by O2 showcasing the latest Xda Atom Life Limited Edition in White. The display is located at the Citylink Mall opposite HMV store and will run over four weeks. This outdoor campaign was jointly conceptualized by TEQUILA\Singapore and Starcom Mediavest, O2’s appointed creative and media agencies respectively.

Targeted at the broad groups of working professionals and shoppers in this busy shopping, business and arts district, the creative distinctively spans area of some 45.4m length and 3.7m height and is divided into three different sections comprising of five panels. The panels bear the signature O2 dark blue gradient and are juxtaposed against those washed in immaculate white. Playing up the colour contrast of both the ads and devices advertised, the execution has been designed to invite customers to make a choice between both worlds. Housed within each panel are acrylic “bubbles” within which sites a life-sized XDA Atom Life to give customers a better idea of the compactness of the device, which is currently one of the smallest in its category. Large mock-ups of the PDA-phone are also mounted onto the panels, with embedded LCD screens playing the Xda Atom Life TVC that was shot in the UK and product demo videos created by O2’s interactive agency, Nokomai.

In addition, there are two interactive components in this creative execution. The first is an interactive detection wall that taps on motions of passers-by and alternates the colour of the product based on the shadows being cast. The surreal patterns created will sure to grab one’s attention and increase engagement with the crowd by inviting them to play with it. The second interaction is the array of glossy Xda Atom Life-shaped post-it pads – in both black and white – plied to frame the detection zone which the public can take home, and stand a chance to win either a black or white version of the Xda Atom Life by logging onto the address posted thereon. The post-it pads are replenished regularly to meet the overwhelming interest and response from the crowd.

Mr. Sanjay Sabnani, VP of Brand and Marketing, O2 Asia Pacific and Middle East, adds “O2 is a brand that champions fresh thinking and customer interaction. We didn’t just want to fill space. We wanted to be bold and build an environment, and invite customers to experience and explore O2 world. Through our media partners, JCDecaux and Citylink Mall, we believe we have a showcase that paves the way in terms of positioning a premium product on a large interactive canvas. I believe it will go a long way in raising O2’s profile by reaching our desired target audience in Singapore.”

“JCDecaux is proud to be part of O2’s Xda Atom Life campaign and to see the idea turn into fruition, attracting so much attention and arousing interest from its target audience in this popular city underground shopping mall” comments Elise Yan, Marketing and Research Executive, JCDecaux Singapore.

Contact person for more details:

Full name:	Elise Yan
Job title:	Marketing and Research Executive JCDecaux Singapore Pte Ltd
DID:	+65 6331 9390
Fax:	+65 6333 6177
Email:	elise.yan@jcdecaux.com.sg

EDITOR’S NOTE:

Founded in1964, JCDecaux today is N°1 in street furniture advertising and N°1 in airport advertising worldwide and N°1 in Europe for billboards. The Group manages 627, 000 advertising panels in 43 countries around the world employing 6,900 people. JCDecaux entered the Asia Pacific market in 1990s with a clear vision of creating a high quality outdoor advertising presence. Our presence in the Asia Pacific region includes Hong Kong, Japan, Korea, Thailand and Singapore.

In Singapore, JCDecaux markets Bus Shelter, Prime Underpass, Shopping Mall and Cinema Advertising products.

Key information on the Group

	2005 revenues: €1,745.2m; Q3 2006 Revenues: €1,382.1M.
	JCDecaux is listed on the Eurolist of the Euronext Paris stock exchange, and is part of the Euronext 100 and FTSE4Good indices. JCDecaux has entered the Interbrand rankings in 23rd position, with a brand new value of €10.3 billion.
	N°1 worldwide in street furniture (318,000 advertising panels)
	N°1 worldwide in airport advertising with 153 airports and more than 300 transport contracts in metros, buses, trains and tramways (207,000 advertising panels)
	N°1 in Europe for billboards (200,000 advertising panels)
	N°1 outdoor advertising company in China (79,000 advertising faces in 20 cities)
	715,000 advertising faces in 48 countries
	Present in 3,400 cities with over 10,000 inhabitants
	7,900 employees

JCDecaux: Showcasing the World