CASE STUDY: Jay Jays launches colour denim with an interactive look book

Background

Jay Jays launched its new range of colour denim with its ‘Multiply the Colour’ campaign in August 2012.

Aim

The brand was aiming to engage with 13- to 19-year-old teenagers in a meaningful way that was different from competitors.

Execution

Based on the idea that the colours people wear reflect how they feel, Visual Jazz Isobar developed a bright and engaging campaign for Jay Jays to let customers express themselves through colours and put the brand at the top of the coloured denim pile.

The agency shared a stop-motion storybook with the brand's 450,000 Facebook fans. The book showed off all 34 colours of denim to help customers see, shop and share their favourite looks. The agency also developed an app that helped customers find their perfect colour based on their Facebook photos, as well as shop and share their new finds.

To house the campaign, Isobar created a visually dynamic site using HTML5, featuring an interactive look book, social tools, the TVC starring Cody Simpson and the online store, which was available on almost any device.

Result

During the campaign period from 6 August to 6 September, Jay Jays gained 10,694 new Facebook fans and drove 60,000 additional visitors to its online store. 65,000 fans engaged with the campaign. Customers spent double the amount of time on the site and lit up with over 20,000 colour conversations. The brand sold 52,000 pairs of denim in only three weeks.

Credits
Creative director Gavin Heron
Art director/designer Tim Shelley
Director Dominic Allen
DOP Joel Betts
Animation director Jonathan Chong
Frontend development Michael Richardson
Backend development Sid Mansukhani
Editor Tim Melville
Strategist Paul Chappell
Motion graphics Jimmy Cowen
Account service Rose Harvey, Steph Webster