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.