James Ready Print JAMES READY AWESOMER CAMPUS PROGRAM by Leo Burnett Toronto

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Producer Kim Burchiel
Released January 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: JAMES READY
Product/Service: JAMES READY
Chief Creative Officer/Creative Director: Judy John (Leo Burnett/Toronto)
Creative Director: Lisa Greenberg (Leo Burnett/Toronto)
Group Creative Director/Copywriter: Steve Persico (Leo Burnett/Toronto)
Group Creative Director/Art Director: Anthony Chelvanathan (Leo Burnett/Toronto)
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: online - facebook - 01/09/2011

Describe the objective of the promotion.
People who know James Ready and drink it really love it. They’re part of the family and actively participate with the brand. But people who don’t know J.R. simply think it’s another cheap beer. The objective was to introduce the brand and engage drinkers, in this case Ontario University students, in a segment already loaded with competitors but to do so in a distinctive manner true to James Ready. And do so with a very small budget.

Describe how the promotion developed from concept to implementation.
James Ready is the beer of the people. And in 2011, the brewery set out to help their most loyal drinkers: students. While most beers talk to students by throwing parties, hosting concerts and having bikini girls walk around in high heels, James Ready focused their efforts on helping their student drinkers with the one thing students struggle with most: doing good in school.
James Ready launched a 16-week campus campaign. Each week involved a new act or stunt that all added up to the overall theme of “Helping Students Do Awesomer In School”.

Explain why the method of promotion was most relevant to the product or service.
The goal was to engage with drinkers and introduce James Ready as more than a discount brand but one that, like a friend, wants to help when times are tough. “Helping Students Do Awesomer In School” involved things like a free bus ride to and from the beer store, pillows to help student nap between classes, fake sick notes to get them out of class and so on. It was all about helping students get through exams, study nights and tight budgets so they would have more time and money for James Ready beer.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Week after week, and event after event the school year was awesomized thanks to James Ready and their diplomats. Over 16 weeks thousands of new drinkers fanned J.R. on Facebook. In the first 30 days, page likes increased by 221% and people talking about the brand increased by 1453%. Despite having zero media support our reach exceeded 216,000 and finally, students had an awesome reason to pursue post-secondary school.