Menswear retailer Jacamo last week launched its Winter ’19 campaign during the half time break of the Rugby World Cup Final.
The new look campaign marks an important directional shift for Jacamo. Based around insight that bigger guys don’t want to be defined by their weight, the campaign looks beyond size and the superficial preconceptions that come with it, and instead focuses on the emotional traits that make up the Jacamo man.
Following its launch during the Rugby World Cup Final, the campaign will run for eight weeks spanning TV, social, digital and out of home adverts.
In a move away from the brand’s more functional daytime TV approach and leveraging the strong creative positioning, the campaign will be amplified through high impact media formats and premium peak spots. The multi-Channel programming includes Celebrity Juice and Snooker: The Champions Cup across ITV Digital; The Big Bang Theory, Young Sheldon and Hollyoaks across C4 Digital and The Gadget Show across Sky Media. Jacamo are also accessing live Premier and Champions League football.
In a first for Jacamo, the launch will be supported by a national large format OOH campaign using iconic digital screens cementing the premium nature of Jacamo’s product and positioning.
The launch activity runs alongside the ongoing Moments That Made Me content campaign, with 30” TV spots featuring sportsmen such as James Haskell talking honestly about their personal journey to sporting success, and championing the values needed to overcome adversity.
The campaign creative was devised by creative agency ODD and produced by Big Buoy. Shot on location across London, the campaign incorporates imagery intended to emphasise Jacamo’s core brand values of strength, determination, sensitivity, honesty and community.
Head of Brand for Jacamo, Paul Ray said “This campaign represents a step-change for Jacamo. It communicates a new tone of voice rooted in our values: straight-talking and direct; bold and spirited; with a confidence unlike anything the brand has done before.
“Jacamo has grown in stature over the last few years and this campaign celebrates both the strength of our product and the values our customers hold dear in a powerful way. It’s reflective of our customers: men of true character, striving, determined, hard-working, with the inner drive and mental-strength it takes to achieve their ambitions.”
Eleanor Mitchell, Client Director at Carat Manchester said: “Jacamo have made a real step-change in their media strategy this year, leveraging premium formats to elevate the conversation with men, and deploying a moments-lead strategy to ensure we are meeting them at their point of need.”