Category: Titanium and Integrated
Advertiser: JAMES READY
Product/Service: JAMES READY
Agency: LEO BURNETT TORONTO
Chief Creative Officer/Creative Director: Judy John (Leo Burnett Toronto)
Creative Director: Lisa Greenberg (Leo Burnett Toronto)
Group Creative Director/Copywriter: Steve Persico (Leo Burnett Toronto)
Group Creative Director/Art Director: Anthony Chelvanathan (Leo Burnett Toronto)
Illustrator: Man Wai Wong (Leo Burnett Toronto)
Producer: Kim Burchiel (Leo Burnett Toronto)
Photographer: Arash Moallemi
Group Account Director: David Buckspan (Leo Burnett Toronto)
Account Director: Natasha Dagenais (Leo Burnett Toronto)
Account Executive: Rebecca Simon (Leo Burnett Toronto)
Media placement: N/a - N/a - N/a
Describe the campaign/entry
James Ready Beer is always looking for ways to utilise their passionate drinkers to recruit new drinkers. This idea does just that by capitalising on the insight that guys give other guys beer as a gift or thanks. To make this experience even better J.R. personalised it by inventing Beer-Grams. Guys buy a case of J.R. Pick a Beer-Gram message (found in case or on Facebook). Stick the message sticker to the case, then gave it to the worthy person. Drinkers could also personalise their own message on Facebook which would then be turned into a sticker and mailed to them.
Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign was launched by connecting with our current drinkers through Facebook and in-case. We let them know that Beer-Grams were now available. From this point they ordered the sticker messages and created their own on Facebook to give to friends, family, co-workers and more - a perfect example of how current drinkers are being used to spread the brand.
Give some idea of how successful this campaign/entry was with both client and consumer
At this point, Beer-Grams have only been in market for a couple weeks. Response on Facebook has been great. Requests and customised messages started pouring in minutes after Beer-Grams were released. After seeing the response client has requested we increase production.