IT'S HARD TO IMPROVE PERFECT by Uncle Grey Copenhagen for Jbs Underwear

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IT'S HARD TO IMPROVE PERFECT

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Industry Apparel, Clothing & Footwear, Lingerie, Underwear, Pajamas, Tights & Stockings
Media Promo & PR, Case study
Market Denmark
Agency Uncle Grey Copenhagen
Director Klaus Spendser Lysgaard
Executive Creative Director Jimmy Blom - Ug
Creative Director Jesper Joergen Hansen
Art Director Daniel Nicolajsen - Ug, Christian Rahn
Producer Jan P, Bjarke Toft
Released November 2011

Credits & Description

Category: Best Launch or Re-launch
Advertiser: JBS
Product/Service: MENS UNDERWEAR
Agency: UNCLE GREY
Executive Creative Director: Jimmy Blom (Unclegrey)
Creative Director: Jesper Hansen (Unclegrey)
Art Director: Daniel Nicolajsen (Unclegrey)
Art Director: Christian Rahn (Unclegrey)
Account Director: Charlotte Porsager (Unclegrey)
Chief Digital Officer: Lars Samuelsen (Uncle Grey)
Director: Klaus Spendser (Spendser)
Producer: Jan P (M2 Film)
Producer: Bjarke Toft (M2 Film)
Media placement: TV - Danish National TV And News On DR1 "The Evening Show" (Aftenshowet) - 03 11 2011
Media placement: Radio - Danish Regional News (DR) - 04 11 2011
Media placement: TV - Danish National TV (GOMorgen Danmark) - 09 11 2011
Media placement: Online Newspaper - Danish Newspaper Jyllandsposten - 02 11 2011
Media placement: Online TV - Danish Online News Jyllandsposten TV News - 01 11 2011

Summary of the Campaign
JBS sells men's underwear and is viewed as a classic quality brand. To enhance the target group and make the brand modern we created a campaign that made Denmark talk about JBS.

The PR strategy was to add fire to the debate on several issues; women as sex objects, and the general debate of sexes. JBS has in earlier campaigns been provocative and been in the line of fire concerning these issues.

Our strategy was to make a 'behind the scenes' movie telling the story about how these quality products are made, adding enough excitement to make it worth talking about bringing earned media to JBS.

So we told the story of how every piece of underwear is carefully spun, washed, kissed and cared for by very beautiful women in bikinis.

We put the video on JBS’s website, seeded it and waited.

It was a great success. During the campaign sales of the items used in the campaign rose with 18% and the video has had 404,304 views on YouTube.

Furthermore the campaign sparked a great debate peaking when the full length video aired in primetime national television news. This debate continuously spread on thousands of sites focusing on anything from political views to advertising and women's rights.

The Situation
JBS sells men’s underwear and is viewed as a bit traditional, with products for older men, dads and granddads. The challenge was to attract a younger audience and make JBS a more modern and cool brand.

The Goal
We needed a campaign that mostly through PR would enhance sales and win markets while adding to a more modern and provocative image of the brand.

The Strategy
Our strategy was to make a 'behind the scenes' movie that tells the story about how these quality products are made and what makes them the better choice, adding enough excitement to make it worth talking about, bringing earned media to JBS.

So we told the story of how every piece of underwear is carefully spun, washed, kissed and cared for by very beautiful natural Cuban women in bikinis in an old Cuban factory.

The PR strategy was to take advantage and benefit from earlier intentionally sexually, provocative campaigns and adding to the debate about several issues: women as sex objects, and the general debate of sexes.

Knowing that the target audience would take our side and thus become even more loyal to the brand.

Execution
The video was put on JBS’s website and seeded to appropriate sites, virally spreading the content.

Documented Results
During the campaign period sales of the specific items used in the campaign rose with 18%

Sales from competitors declined with 20%.

In the time of writing the video has had 404,304 views on YouTube.

Seen by 20% of the Danish population.

The campaign sparked a great debate nationwide. It peaked when the full length video was aired on primetime national television news. The debate continuously spread on thousands of sites focusing on anything from political views to advertising and women's rights.

The first phone call from national media, including news and talk shows, came less than 24 hours after the video was released. This resulted in several interviews and live debates between ad agencies and the Chairman of Womens Rights about the mentioned issues bringing unheard attention to JBS.

The goals were therefore achieved.