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)
Copywriter: Marty Hoefkes (Leo Burnett Toronto)
Producer: Gladys Bachand/Kim Burchiel (Leo Burnett Toronto)
Photographer: Jeremy Lewis
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: People enjoy being recognised and rewarded, especially from brands the care about and support.
Strategy: Reward our most loyal drinkers in a way that shows the brand cares about them and shows others that James Ready truly appreciates their drinkers to others.
Idea: Find the most hardcore J.R. fans and immortalised 100 of them on James Ready bottles. Each getting their picture and story printed on labels that then went into cases for all to see.
Creative Execution
J.R. drinkers do what they can to support and celebrate the brand. Drinkers have everything from J.R. tattoos to pets named James Ready. So getting their face on a bottle would be very desirable.
The campaign launched with a call to our drinkers to tell us why they are the awesomest. This took place on Facebook, on bottles and in cases. The drinkers with the most votes and best stories were then turned into commemorative labels that were stuck to bottles and sold instores across the province.
Results and Effectiveness
The campaign was designed to reward our drinkers for their loyalty. The Facebook response and excitement around the campaign was huge and generated press in the towns where celebrated drinkers were from.