STRATEGIC THINKING & EFFECTIVE PLANNING
HOW TO BECOME A MARKET LEADER
The strategic opportunity in the market at the beginning of 2020 was not for Jura to steal share from other single malt brands; to generate real volume of sales, the mainstream market presented much richer pickings.
HOW DO YOU MAKE THE MAINSTREAM TAKE NOTICE?
‘Emotive’ advertising is proven to be the most effective. We made our hook the island of Jura.
An emotive creative is only effective if it reaches a critical mass of consumers. We needed a media platform that would deliver a large audience, whilst providing a vehicle for an emotive creative.
THE PLAN – ORIGINALITY, CREATIVITY, EXECUTION & IMPLEMENTATION
We used a 90” brand film as the key creative asset.
We were confident that those who saw the ad would fall in love with Jura; but we knew the full 90” needed to be showcased fully to have the desired effect. It also needed to be viewed by a large mainstream audience.
Broadcast TV; delivering emotion at scale
Jura had a ‘challenger’ budget, we were going to need to partner with a media owner that could really go the extra mile for Jura.
Channel 4 was the best channel for Jura’s mainstream audience
We needed a large volume channel to drive campaign reach. Channel 4.
We secured a launch spot, first in break in Gogglebox for the full 90” brand ad, which would be seen by 4m adults alone.
C4’s production team made a 30” cutdown of the 90” so that we could expand the campaign into 4 weeks’ worth of linear TV and All4.Overall, the campaign was seen by 17.5m people.
