Jimmy Brings data science to the forefront in latest campaign via Magic and Carat
Jimmy Brings, Australia’s largest and fastest on-demand drinks retailer launches its latest campaign via Magic and Carat.
The app-first delivery service wants Australians to make room for Jimmy Brings on their phone’s home screen by tapping into an abundance of user signals to ensure that their ads only ever appear when and where Jimmy is needed the most.
Half-time approaching and an empty fridge? Jimmy Brings it cold and ready for a victory toast.
Watching your favourite Twitch-streamer pounding the controller for that ever-elusive ‘dub’? Let Jimmy Brings take care of it.
Utilising Out-Of-Home, YouTube, Broadcast Video-on-Demand, Kayo, Twitch, Spotify, and an array of Social Media, Jimmy Brings is on track to accelerate the growth of their ever-expanding delivery network. The multi-layered campaign combines the nuances of Big Data, media science and contextual timing with the high reach impact of out-of-home placements and influencer networks.
Jamie Gagliardi, head of marketing for Jimmy Brings, said that by leaning into high impact out-of-home and pinpointing convenient moments with powerful user signals, Jimmy Brings could remain disruptive and timely: “What we have been able to produce here is an exciting opportunity for both the brand and for our customers. By building the foundations of awareness through big out-of-home buys and using a media science philosophy for digital action, we’re able to deliver our on-demand message to customers when and where Jimmy Brings is needed most. Like watching the footy or Twitch stream or wanting a last-minute glass of wine with dinner.”
Jordan Taylor-Bartels and Shahram Ghaffurian of Magic are determined to actualise the often untapped data that many leave dormant – specifically utilising Magic’s data science methodology and proprietary tools to coerce users to action.
“We wanted to build a campaign that relied upon and used what we know about the Jimmy Brings user journeys but also one that tapped into the thousands of digital signals we give off as users to increase relevance, brand recall and lifetime value. Jimmy Brings’ appetite to continually push the envelope across user behaviour, insight and journeys is both refreshing and powerful! This has allowed us to really amplify the impact that our data science expertise can have on the Australian market.”
By working with major OOH networks and influencers, dentsu have been able to maximise awareness playfully and vibrantly across Jimmy Brings’ ever-expanding delivery zones.
“It was important to make an impact across high traffic areas and at times that were most relevant to sipping a glass of wine or beer. By utilising rail OOH and guerilla marketing formats, we can engage with commuters heading home with the brands playful and laidback tone, knowing that they are likely to have alcohol top of mind.”
Jimmy Brings
Jamie Gagliardi – Head of Marketing
Jesikah Boatfield – Marketing Specialist
Jen Mackie – Creative and Social Media Manager
Leonardo Miranda – Design and Brand Specialist
Magic
Shahram Ghaffurian – Head of Media and Technology
Lizzie Baeva – Account Executive
Charlie Kurth – Head of Performance
Martin Watson – Head of Data Science
Jordan Taylor-Bartels – Managing Director
dentsu
Bianca Falloon – Client Partner
Jemma Cairns – Account Executive
Amanda Nguyen – Client Manager
Christian Bendelack – Client Director
Katie Finn – Account Director
Michaela Marinucci – Senior Account Executive
Stephanie Punchard – PR Account Executive
5 Comments
Why PR this. It’s barely an ad
“Data science” here means “serve ads when you think people want to drink.” I’m not sure data really adds much to ‘your football team won, maybe beers?’ Then the press release goes on to suggest that as a result of this “campaign” people were “coerced” to drink?
I’m grateful the claim is bullshit because if it were true it’s pretty fkn shameful huh. “We coerced people to order booze!”
Seems like a lot of hogwash to me. I hope the “proprietary” approach is genuinely so amazing you can’t detail it in a CB post, because otherwise you’re kidding yourselves.
I get your point – but marketers are now shocked that their activity works (which in essence is coerced)? Isn’t that what marketing was supposed to do in the first place?
These people are on a mission to prove how bad advertising can be. The founders of JB must be fuming. This is not good and it’s not clever. At best it will be correlated with business growth as the actual service rocks
Coerce me. Please.