James Ready: COUPON BILLBOARD

Credits & Description:

Type of entry: Use of Direct Marketing
Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: JAMES READY
Product/Service: BEER
Agency: LEO BURNETT TORONTO, CANADA
Chief Creative Officer: Judy John (Leo Burnett, Toronto)
Creative Director: Judy John (Leo Burnett, Toronto)
Creative Director: Lisa Greenberg (Leo Burnett, Toronto)
Art Director: Anthony Chelvanathan (Leo Burnett, Toronto)
Art Director: Paul Giannetta (Leo Burnett, Toronto)
Writer: Steve Persico (Leo Burnett, Toronto)
Writer: Sean Barlow (Leo Burnett, Toronto)
Print Producer: Gladys Bachand (Leo Burnett, Toronto)
Account Director: Natasha Dagenais (Arc Worldwide, Toronto. A Leo Burnett Company.)
Group Account Director: David Buckspan (Arc Worldwide, Toronto. A Leo Burnett Company.)
Describe the brief from the client:
The brief was to remind all drinkers that James Ready Beer only costs $26.10 but to do it in the JR brand tone and in the unique way of encouraging consumer participation.
Creative Execution:
The Billboard Coupon campaign was created to engage consumers in a segment already loaded with competitors. By staying true to JR’s idea of; Helping our drinkers get great beer at a great price, and doing it in a distinct manner we could break through the clutter and create communication with drinkers that generated talk value.
Describe the creative solution to the brief/objective.
We invented billboard coupons. Billboards that would help people save $26.10 which they could then put towards a case of JR Beer. JR partnered with local businesses to offer the first ever direct billboard coupons, no clipping required! All people had to do was take a picture of the billboard coupon on their phone, present it to the local business and redeem. Then spend the saved money on beer. Clearly a win, win, win solution. The business selected were based on proximity to the boards in that city to make it very targeted.
Describe the results in as much detail as possible.
The campaign is still in market now. Initial feedback of the boards has been great. Small business owners quickly became celebrities with the local media coverage of James Ready. Our drinkers have responded to our new campaign and are glad to know that they can actually save money at local businesses. James Ready Beer is once again creating lots of talk in small towns where people appreciate a beer that helps out local people and business.