Feb 23, 2016
My favorite creative idea
NEW CAMPAIGN STRUCTURE• INVITE• A fun offer-display your own picture on James posters all
around the area (as part of our ads)
• INTERACT• Make an offer for the space and upload your image to our
website
• SHARE• “Have you seen who is on the James Ready posters?” (take
photo on mobile and share)
What they did next
Brand idea ?
Insight• Beers are either national/anonymous/glitzy or
overdesigned/overpriced• But what's missing is one that is truely local and as
unpretentious as your corner shopBrand idea/position• JR is really a friendly localCreative idea• Create a stir in the town through invitations to share in
modest but enjoyable rewards (for local people)
Evaluate James Ready
• Attitudes • Behaviour
Evaluate James Ready
Attitudes• My local beer • Part of community• Trusted• Good value• Like the people running
the company at JR(NB-we tend to trust people and
organisations that are close to us/local)
Behaviours• Visits to the website• Numbers of pictures
uploaded/offers made• Images captured and
shared on social networking sites
• Local press coverage• Rate of sale per outlet.