Category: Best Consumer Engagement
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/Illustrator/Director: Steve Persico (Leo Burnett Toronto)
Group Creative Director/Art Director/Director/Illustrator: Anthony Chelvanathan (Leo Burnett Toronto)
Illustrator: Man Wai Wong (Leo Burnett Toronto)
Photographer: Arash Moallemi
Producer: Kim Burchiel (Leo Burnett Toronto)
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
Insights, Strategy & the Idea
Insight: Guys give other guys beer as a gift or thanks.
Strategy: Utilise this exchange and make it better by adding a level of personalisation. By making giving J.R. friends or family a better experience our drinkers would help us get J.R. in the hands of others.
Idea: Turn James Ready Beer Cases into James Ready 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.
Creative Execution
Beer-Grams were launched on Facebook and in-case. This allowed us to reach our loyal drinkers who would the give Beer-Grams to new drinkers. Facebook was also used as a customisation tool allowing people to personalise their own message.
Results and Effectiveness
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.