Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: JBS
Product/Service: MENS UNDERWEAR
Agency: UNCLE GREY
Executive Creative Director: Jimmy Blom (UncleGrey)
Creative Director: Jesper Hansen (UncleGrey)
Art Director: Daniel Nicolajsen (UncleGrey)
Art Director: Christian Rahn (UncleGrey)
Account Director: Charlotte Porsager (UncleGrey)
Chief Digital Officer: Lars Samuelsen (UncleGrey)
Director: Klaus Spendser
Producer: Jan P (M2 Film)
Producer: Bjarke Toft
Media placement: Online Film - Youtube,Facebook. And JBs´s Own Homepage: Www.jbs.dk - 27/10-2011
Describe the objective of the promotion.
JBS makes quality mens underwear and has done so since 1939. The target audience is mainly men between 30 and 65 years-old. The campaign was needed to re-launch and promote existing products and attract a younger audience to enhance their clientele.
Describe how the promotion developed from concept to implementation.
JBS has been making the same classic white underwear for years. It's top quality but has gotten old.
When everything about your underwear is perfect, what else can you do to better the product? We decided to go behind the scenes and show how this fabulous underwear is made, and how JBS tries to improve perfect.
And of course we added enough excitement to make it worth watching and give the video its own life bringing earned media to JBS.
Explain why the method of promotion was most relevant to the product or service.
The target audience is men. And men tend to share visual indulgence. Using a viral video not only promotes the products but also the brand as modern, provocative and confident. Creating a video that’s too spicy to be shown on television lures the target audience to see the video by individual choice, making the promotion easy to absorb whilst keeping a subtle focus on the product throughout the video.
Describe the success of the promotion with both client and consumer including some quantifiable results.
During the campaign period sales of the specific items used in the campaign rose by 18%.
Sales from competitors declined by 20%.
404,304 views on YouTube.
Seen by 20% of the Danish population.
The campaign sparked a great debate nationwide. The debate peaked when the full-length video was aired on primetime national television news. The debate continuously spread on thousands of sites focusing on anything from political views to advertising and women's rights.