Europcar initiated a live digital outdoor campaign to promote freeDeliver, their new hire car delivery and collection service which will “save an hour in your day.” The campaign is based on a Twitter stream from #myextrahour where people describe what they will do with the hour they gain. The tweets can be seen across JCDecaux’s D6 network and on i, their new Première digital site on London’s Cromwell Road.

The creative features Europcar’s branding and url with the freeDeliver logo and poses the question “What would you do with your free hour?” Below this a scrolling twitter feed runs through the responses such as “I’d use #myextrahour to lie down and digest this pizza and chips” for example. Under the Twitter headlines the call to action prompts “What would you do? Tell us at #myextrahour.”

This is the first live copy execution to run on JCDecaux’s i site which launched earlier this month. Created by Ogilvy & Mather, the campaign was planned by MediaVest, booked by Kinetic and managed through OpenLoop which allows advertisers to manage live copy executions across all major UK DOOH networks. It marked the first live copy execution to run on the i site, which launched last month.