Jimmy Brings lends a hand to sports fans in first in-house campaign
In its first in-house creative campaign, on-demand alcohol service, Jimmy Brings targets sports fans using data science.
Previous Jimmy Brings campaigns have been done via creative agencies Paper Moose and R/GA.
Working with digital agency Magic and Dentsu’s media agency Carat, the campaign is aimed at both sports fans and gamers. Using Magic’s data science methodology, the campaign intends to target those users while online to increase relevancy across multiple channels.
In the spots, a rocket-powered gloved hand in front of a purple background delivers a bag of alcohol, with text reading: “Drinks delivered before half time. Cold and ready to toast to victory” and “Don’t leave the game to grab drinks! Let Jimmy take care of it”.
Jamie Gagliardi, head of marketing at Jimmy Brings, said: “By building the foundations of awareness through big out-of-home buys and using a media science philosophy for digital action, we’re able to deliver our on-demand message to customers when and where Jimmy Brings is needed most. Like watching the footy or Twitch stream or wanting a last-minute glass of wine with dinner.”
Jordan Taylor-Bartels, managing director at Magic, and Shahram Ghaffurian, head of media and technology at Magic, added: “We wanted to build a campaign that relied upon and used what we know about the Jimmy Brings user journeys but also one that tapped into the thousands of digital signals we give off as users to increase relevance, brand recall and lifetime value. Jimmy Brings’ appetite to continually push the envelope across user behaviour, insight and journeys is both refreshing and powerful. This has allowed us to really amplify the impact that our data science expertise can have on the Australian market.”
Christian Bendelack, client director at Carat, said: “It was important to make an impact across high traffic areas and at times that were most relevant to sipping a glass of wine or beer. By utilising rail OOH and guerilla marketing formats, we can engage with commuters heading home with the brands playful and laidback tone, knowing that they are likely to have alcohol top of mind.”
The campaign will be on out-of-home, YouTube, broadcast video on demand, Kayo, Twitch, Spotify, and social media.
OOH asset for the latest Jimmy Brings’ campaign
Credits:
Client: Jimmy Brings
Jamie Gagliardi – Head of Marketing
Jesikah Boatfield – Marketing Specialist
Jen Mackie – Creative and Social Media Manager
Leonardo Miranda – Design and Brand Specialist
Agency: Magic
Shahram Ghaffurian – Head of Media and Technology
Lizzie Baeva – Account Executive
Charlie Kurth – Head of Performance
Martin Watson – Head of Data Science
Jordan Taylor-Bartels – Managing Director
Media: Carat and Haystac
Jemma Cairns – Account Executive (Carat)
Amanda Nguyen – Client Manager (Carat)
Christian Bendelack – Client Director (Carat)
Katie Finn – Account Director (Haystac)
Michaela Marinucci – Senior Account Executive (Haystac)
Stephanie Punchard – PR Account Executive (Haystac)
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topics
Carat
Christian Bendelack
Jamie Gagliardi
Jimmy Brings
Jordan Taylor-Bartels
magic
Shahram Ghaffurian
