Objective: Increase brand advocacy amongst Jameson’s target audience of 25 – 35 year old urban, creative, males with an idea that builds on Jameson’s global platform of film.
Idea: Reversing the idea of User Generated Content, we created a production company and made films written by Jameson drinkers. The films screened at short film festivals around the world, winning awards and recognition. The campaign was supported with print, cinema, radio, online, experiential and social media.
In 2011, its third year of existence, John Jameson Productions produced 3 great films with a star studded cast list that included Gyton Grantley, Barry Otto & Camille Keenan.
Results: Jameson brand advocacy increased 110%. Gross Margin increased 83% whilst marketing investment reduced by 19%. The films have been viewed by more than 400,000 people, generating over $1million in publicity value.
In 2011, for the first time since JJP's inception, 2 of our films were selected for the BAFTA and Oscar accredited short film festival Flickerfest.