James Ready Promo, Case study POP-UP BILLBOARD by Leo Burnett Toronto

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg, Judy John
Art Director Anthony Chelvanathan
Copywriter Steve Persico
Producer Franca Piacente
Released April 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: JAMES READY
Product/Service: JAMES READY
Date of First Appearance: Apr 2 2011
Chief Creative Officer: Judy John (Leo Burnett)
Creative Director: Judy John (Leo Burnett)
Creative Director: Lisa Greenberg (Leo Burnett)
Copywriter: Steve Persico (Leo Burnett)
Art Director: Anthony Chelvanathan (Leo Burnett)
Group Account Director: David Buckspan (Leo Burnett)
Account Director: Natasha Dagenais (Leo Burnett)
Group Creative Director: Sean Barlow (Leo Burnett)
Group Creative Director: Paul Giannetta (Leo Burnett)
Producer: Franca Piacente (Leo Burnett)
Media placement: Moving Billboards - In and around Toronto - April 2 2011

Insights, Strategy & the Idea
The objective was to reach out to people in places and spaces they normally don't see messaging from beer companies. We needed to communicate our price, convey our unique personality and continue on our campaign to help drinkers save money for beer. Our audience includes people who want a great beer but at a good price. They also appreciate a beer company that doesn't act or talk like the big boys. The insight was that people in our audience are always struggling to save money and have enough for beer. So, since we can't legally lower the price of our beer, we lowered the price of other things our audience buys to help them save money for our beer.

Creative Execution
We created the first ever pop up billboard that went to places our drinkers are to offer them deals on things they need. This way they could save money for our beer. Because the board was meant to be random and surprising we never told people where it would show up next and left people guessing.

Results and Effectiveness
The pop up billboard attracted attention in every new location it was set up in. Saving people money on things they need helped create a real affinity for the brand and helped spread the word that JR truly cares for their drinkers. This pop-up billboard deal of the day was the latest campaign that has contributed to making JAMES READY one of the fastest growing beer brands in the province.