Sophie Monk and Matt Okine announce $2 delivery for Jimmy Brings
Jimmy Brings is providing ‘Summer delivered differently’, introducing $2 delivery with a campaign starring Sophie Monk and Matt Okine.
The campaign is the project Jimmy Brings engaged R/GA to execute in October, following a four-way competitive pitch.
Running across YouTube, broadcast-video-on-demand, out of home, social, digital, and programmatic, the campaign combines visual and sonic branding to enable the 15 second ads to cut through.
Jamie Gagliardi, Jimmy Brings’ head of marketing, said the introduction of more distinct brand elements was a goal of the partnership with R/GA.
“R/GA have been able to execute a brand campaign that aligns perfectly with our mission of becoming the largest alcohol delivery retailer, introducing a new distinctive and engaging asset that won’t be missed,” Gagliardi said. “Our unique campaign, combined with our $2 delivery offer, will no-doubt allow customers to experience the amazing service that Jimmy Brings provides, altering traditional consumer behaviour Australia-wide.
“We’ve been able to increase the distinctive branding of Jimmy Brings while creating a creative framework that is essentially an ad platform within an ad platform that can feature different products-this has allowed us to create greater value for our partners and our consumers simultaneously.”
Each ad distinguishes the brand with ‘Jimmy’s’ hand breaking the space-time continuum to promptly deliver customers their beverages, and are marked with a ‘Wayne’s World’-esque electric guitar riff.
Michael Titshall, VP and managing director at R/GA Australia, said the brand needed to pounce on brand awareness as the category was still new to market.
“In this relatively new category of alcohol delivery, the challenge is not just to be the preferred brand, but to switch habits from a dash to the bottle shop to reaching for their phone. So we worked with Jimmy Brings to create behaviour change by combining pricing models, marketing and brand assets for the entire customer journey,” Titshall said.
National executive creative director, Kieran Anthill, added: “It’s not about the ordering or even the friendly delivery person, it’s about the moment you are handed a beer or a wine or your drink of choice– that’s what we wanted to capture. That and a time travelling purple rocket hand.”
Jimmy Brings also works with Paper Moose on projects and campaigns.
Credits
Jimmy Brings
Head of Marketing – Jamie Gagliardi
Content and Social Media Manager – Jen Mackie
Design and Brand Specialist – Leonardo Miranda
R/GA Australia
Copywriter – Kate Ross
Art Director – Courtney Fay
Senior Visual Designer – Joe Sanderson/Kat Komenda
Senior Content Producer – Kyle Belcher
Executive Producer – Chris Smyth
Strategist – Georgia Doust
Group Director, Client Services & Business Development – Kirsten Dunlaevy
Katie Morgan
Executive Strategy Director – Jon Holloway
Executive Creative Director – Kieran Antill
Managing Director – Michael Titshall
Production
Production House – Eight Productions
Director – Jay Topping
Executive Producer – Lib Kelly
Producer – Nick Kelly
DOP – Tony Luu
Casting Director – Peta Einberg @ Peta Einberg Casting
Post Production: Fanatic
Online Editor: Joe Maurici
Music – Electric Sheep: Kate Stenhouse, Joe Mount, Glenn Sarangapany
Media
Magic media
Carat
Stills
Photographer – Jeremy Shaw
Digi Op – Julian Schulz
