J-FACTORY by Look At Me for Jameson

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J-FACTORY

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Industry Whiskey
Media Promo & PR, Case study
Market Russia
Agency Look At Me
Director Chris Waitt Framestore
Producer Nikita Zeltser
Editor Henry Trotter
Released October 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: PERNOD RICARD
Product/Service: JAMESON WHISKEY
Agency: LOOK AT ME
Date of First Appearance: Oct 6 2009 12:00AM
Entrant Company: LOOK AT ME, Moscow, RUSSIA
Entry URL: http://www.j-factory.ru/presentations/eng
Chief Executive Officer: Alexey Amyotov (Look At Me)
Stategic Planning Director: Ekaterina Bazilevskaya (Look At Me)
Special Projects Director: Ekaterina Nazarova (Look At Me)
Producer: Nikita Zeltser
Director: Chris Waitt
Cameraman: Ozzy McLean
Editor: Henry Trotter
Senior Brand Manager: Yuri Tint (Pernod Ricard)
Media placement: Website Of Recruitment Campaign - Http://test.jfactory.ru/ - 6 October 2009
Media placement: Viral Promotion Of Recruitment Campaign - Hh.ru, Music Forums, Clubbing Forums, Social Networks - 6 October 2009
Media placement: Promotion In Clubs On Range Rover Sport And Promo Team - 20 Night Clubs - 13 October 2009
Media placement: Webisodes Presentation (Free) - Novafilm.tv - 21 February 2010
Media placement: Viral Promotion Of Youtube Channel - Fishki.net, Yaplakal.ru - 21 February 2010
Media placement: Tv Episodes (Free Placement) - MTV - 23 February 2010
Media placement: Clubbing Community Website - J-Factory.ru - 24 February 2010

Results and Effectiveness
The webisodes' popularity motivated MTV Russia to put them on air and promote the series as one of its shows which generated a lot more contacts and respect within TA. As a result we received huge online buzz and free PR in print. 500,000 series views online, thousands of comments and re-posts. Over 2 million unique contacts total through the campaign. J-Factory brand in a month became a popular clubbing initiative with a huge media coverage and audience appreciation building a successful platform for future HORECA initiatives. Total sales increased by 30%, 2 times ahead of average market growth.

Creative Execution
We created a story about experimental clubbing project called J-Factory which was virally promoted via a recruitment campaign. J-Factory announced a search for a team of young people to become 'professional clubbers' within J-Factory projects. Social networks and blogs were filled with comments and re-posts of the job titles and candidates interviews. Huge buzz about the vacancy drove the awareness of the J-Factory brand while the winning candidate became one of the heroes of the upcoming comedy series. We've created a brand-revealing 'sketchcom' webisodes about J-Factory promo team with charismatic cast featuring Mr. Jameson, a film director; Alisa, secretly in love with him; her geek ex-boyfriend, the clubber and a bunch of guest star local celebrities. The culmination of the campaign was the website launch - a clubbing community for future loyalty programme created around Jameson whiskey clubbing events.

Insights, Strategy & the Idea
The alcohol market in Russia is rapidly growing but is severely restricted in advertising (banished from TV and Outdoor media). Jameson whiskey had a need to win hearts and minds of young audience, grow their loyalty to the brand and promote its international communication territory - cinema. Media objective was to win leadership in HORECA and digital media - most cluttered with alcohol and cigarette brands (due to restrictions). Moscow's nightlife is in the middle of big changes when its 'glamorous' past is stagnating and is perceived as boring, and new fresh promotion teams start to evolve and build a new clubbing scene. We created and promoted a sub-brand J-Factory giving young consumers a promise of new experimental and innovative clubbing/ music experiences. The strategy of brand content and brand entertainment gave Jameson an opportunity to play effectively within cluttered HORECA/ digital channels, win true popularity among core target and overcome advertising restrictions.