James Ready: FALL BILLBOARD

Credits & Description:

Category: Best Use of Special Events and Stunt/Live Advertising

Advertiser: JAMES READY

Product/Service: JAMES READY

Agency: LEO BURNETT TORONTO

Date of First Appearance: Sep 25 2010

Entrant Company: LEO BURNETT TORONTO, CANADA

Chief Creative Officer: Judy John (Leo Burnett)

Creative Director: Judy John (Leo Burnett)

Creative Director: Lisa Greenberg (Leo Burnett)

Copywriter: Steve Persico (Leo Burnett)

Art Director: Anthony Chelvanathan (Leo Burnett)

Group Account Director: David Buckspan (Leo Burnett)

Account Director: Natasha Dagenais (Leo Burnett)

Account Exec: Jordan Lane (Leo Burnett)

Group Creative Director: Sean Barlow (Leo Burnett)

Group Creative Director: Paul Giannetta (Leo Burnett)

Print Producer: David Eades (Leo Burnett)

Media placement: Stunts - Haircuts & Portraits - Parking Lot Of Beer Store. - Sept. 25 & Oct 2

Media placement: Billboards - Southwestern Ontario - Sept. 25



Insights, Strategy & the Idea

The goal was to talk to consumers of two specific towns that were hit hard by the recession. These were a combination of current and new drinkers. The objective was to show them that we are a beer company who wants to help them in our own kind of way.



Creative Execution

We bought one billboard in each of the two towns. The boards were in the parking lots of beer stores. The objective was to show these people that JAMES READY was there to help them save money for beer during a tough time. We offered people free haircuts and free portraits to accomplish this. The events were held right under the billboards on the promoted days.



Results and Effectiveness

JR has always been about "Help us, help you, pay less". And by helping these drinkers save beer money we were accomplishing just that. We also did this in a way that was very JAMES READY, meaning it was fun, goofy and involved our drinkers. Over the two day events we interacted with hundreds of current and new JR drinkers. After getting a free haircut or portrait many went next door and bought a case of JR. But more than that, we helped spread the brand to people who never heard of us and now love us because we spoke to them on a level no beer company has ever done before.