J&b Print ONE EAR OLDER by Shackleton Spain

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Industry Whiskey
Media Print, Magazine & Newspaper
Market Spain
Agency Shackleton Spain
Account Supervisor María Leal
Digital Creative Director Jorge Tabanera
Released May 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: DIAGEO
Product/Service: J&B SCOTCH WHISKY
Digital Executive Creative Director: Alfonso Marian (Shackleton)
Digital Creative Director: Jorge Tabanera (Shackleton)
General Manager: Javier Suso (Shackleton)
Brand Manager: Javier Perales (Shackleton)
Account Supervisor: Maria Leal (Shackleton)
Digital Copywriter: Teresa Galante (Shackleton)
Digital Art Director: Guzman Saco (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Digital Producer: Gonzalo Fernandez De Cordoba (Shackleton)
Digital Front-end Programmer: Miguel Garcia Sanguino (Shackleton)
Digital Back-end Programmer: Jorge Gil (Shackleton)
Digital Art Director: Bea Rodriguez (Shackleton)
Video/3D: Luis Yrisarry (Shackleton)
Media placement: WEBSITE - INTERNET - 1 May 2011

Describe the objective of the promotion.
Following years of campaigns, promotions and brand experiences J&B managed to accumulate over half a million people in its database, the majority being users who signed up once and then remained inactive for the rest of the year.

In order to address the issue of inactivity and incentivise a greater participation in the J&B world we were tasked with creating a birthday greeting that would remind users on such a special day that J&B is in fact by their side all year round.

The campaign was targeted at the J&B database, mostly individuals between 18 and 34 years-old.

Describe how the promotion developed from concept to implementation.
J&B is a brand that combines tradition with modern values, reinventing whisky and the way it talks to consumers.

So…how do we reinvent a birthday greeting?

We decided to update an old Spanish tradition: ear tweaking. A ritual that consists of tweaking an ear as many times as its owner’s age on their birthday. A rather painful tradition.

We launched One Ear Older; the definitive digital ear tweaker. Using the latest technology, any user could upload a photo and create a 3D avatar. This new creature would react to ear tweaking and even mouse movements. At last your tweak-suffering ears got the break they deserve.

Explain why the method of promotion was most relevant to the product or service.
With One Ear Older anyone could wish their friends a Happy Birthday.

The digital tool was user-friendly although it required more than 1 month of R+D and 3 months of development. The creation of a dynamic mesh that adapted to the image of each individual user guaranteed the creation of unique avatars. In addition to the fact the avatars were the spitting image of each user, the Birthday greeting combined the brand's key values: tradition, novelty and fun. It provided an entertaining excuse for users to engage with the brand, interact with their friends and become active throughout the year.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- Over 1.2m people wished others a Happy Birthday using One Ear Older.

- 19% of J&B's database was reactivated.

- 54% of users shared their giant ear in the social networks, mainly using Facebook.

- 64,310 users created their own giant ear, surpassing the initial objective of 25,000 giant ears by 257%.