LAUNCH OF JACKPOTJOY FUNDATION by Fever PR, Nelson Bostock Communications for Jackpotjoy.com

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LAUNCH OF JACKPOTJOY FUNDATION

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Industry Lottery & Gambling, Online Game
Media Promo & PR, Case study
Market United States
Agency Fever PR
Agency Nelson Bostock Communications
Released February 2013

Credits & Description

Advertiser: JACKPOTJOY.COM
Agency: NELSON BOSTOCK COMMUNICATIONS, FEVER PR
Category: Best Use of Live Events and/or Stunts
Advertising campaign: LAUNCH OF JACKPOTJOY FUNDATION
Senior Account Director: Caroline Farley (Fever PR)
Joint MD: Frankie Oliver (Fever PR)
Head Of Branding: Louise Ruddy (Gamesys)

Relevancy
Up until now Jackpotjoy.com had focused on TV driven ATL which had done well at driving promoted awareness. To attract more consumers and strengthen its position against competitors, Jackpotjoy.com needed to drive spontaneous brand awareness. We were briefed on Jackpot joy’s new ATL campaign which set about showcasing daft fun situations ‘Just for the Jackpoyjoy of It’, to emotionally engage consumers in the idea that brand was the home for having a bit of daft fun. Our challenge was to make the brand and campaign idea famous and memorable.

Execution
We launched the FUNdation with the daftest stunt we could envisage – sailing a giant rubber duck down the river Thames! No one had ever attempted to sail an inflatable of its magnitude down the river, presenting a huge logistical challenge taking months to feasibility test and plan. The duck could only sail in winds of 15mph or less, on a clear day with no fog, and had to go with the tides, the times of which changed daily. A four week contingency plan was meticulously devised to ensure we sailed on the calmest, brightest day, at a time guaranteeing the best possible media coverage. The duck took 800 man hours to create, weighing a whopping half ton. Within minutes of sailing, news broke on Twitter through #jackpotjoyduck, with the team managing a constant stream of pictures and videos to keep conversation at a high for at least 48 hours.

Strategy
To make the brand and campaign famous we set about turning the ATL idea of ‘Doing Something Just for the Jackpotjoy of It’ into newsworthy narrative and content that the media, influencers and consumers would firstly want to talk about, endorse and share, and secondly to engage with.To that end, we created the Jackpotjoy FUNdation, a £250k bursary that would FUNd peoples’ daft ideas with the aim of bringing joy to the nation. Strategically we needed to make the FUNdation something that would make the media sit up and take notice, and an attention-grabbing launch tactic that was big enough, bold enough and daft enough to generate mass talkability through traditional, online and social media to effectively reach all our target audiences.

Client Brief Or Objective
To create a ‘wow’ moment that would catapult the brand and campaign into the national consciousness and that would inspire and enable consumers to have a bit of daft for themselves, ‘Just for the Jackpotjoy of It’. We needed to improve the spontaneous awareness of the brand by 5% with the wide ranging consumer audience from young professionals and mums to city workers by making the brand famous.

Effectiveness
The duck stunt secured widespread coverage across the nationals including 2/3 of a page in Daily Mirror, ½ in Metro, and additional coverage in Guardian G2, Evening Standard, and The Times. Online coverage extended from The Sun online homepage, the Mirror Online and Telegraph Online to a ‘making of’ video on Metro and Mail Online. TV exposure included London Tonight 6pm and 10pm bulletins and coverage on BBC Breakfast.The stunt inspired important media influencers to tweet about the duck, including Caitlin Moran and India Knight, which led to 12,500 social media mentions and the duck trending worldwide on Twitter at number 7 and number 2 in the UK.The campaign led to an increase in spontaneous brand awareness of 7% nationally and 10% in London, 99% of the media mentions across the 65+ pieces of coverage secured were positive and 90% messaged the launch of the Jackpotjoy FUNdation.

Campaign Description
On the morning of the December 11th 2012, the typically bustling, chaotic city of London ground to a halt as typically frantic commuters, were made to stop, smile and laugh as they witnessed a giant yellow rubber duck floating along the River Thames.Never before in London’s history had anyone attempted such an ambitious and extremely daft stunt on the Thames. At this moment in Jackpotjoy.com’s trajectory as a bingo brand, it was necessary to create a PR campaign that would amplify its ATL strapline - ‘Just for the Jackpotjoy of it’, and increase spontaneous brand awareness across a disparate consumer base, while subverting the inherently negative perceptions that gambling brands can attract.Cue the launch of the Jackpotjoy FUNdation – a £250,000 bursary we created on Facebook that immersed the public in daft fun by offering to FUNd their crazy ideas. We needed to create a ‘wow’ moment to launch the FUNdation and we did this by devising a high-impact launch stunt that saw a giant 50 foot rubber duck floating down the river Thames! Within 24 hours of setting sail the duck could be found in the front end sections of almost every major national newspaper, on TV stations, all over the internet worldwide, as well as on the Twitter and Facebook feeds of people who were inspired enough by the moment of daft fun, to create their own ‘Just for the Jackpotjoy of It’ moments via the FUNdation.