R/GA and Jimmy Brings today launch the first work of their partnership “Summer Delivered Differently”.
The app-first brand has disrupted the bottle shop browsing behaviour of Australians with lightning-fast delivery of alcohol in less than 30 minutes. The campaign, fronted by Sophie Monk and Matt Okine, goes one step further to offer two-dollar delivery “alllll summer long”.
Cutting through the clutter of delivery ads, R/GA developed a series of distinctive visual and sonic branding assets to be used across multiple consumer touchpoints. From Jimmy’s purple jet-powered hand that breaks the time-space continuum to deliver ice cold beverages to the Wayne’s world electric guitar sound scape, the campaign brings to life drinking moments through a series of familiar Aussie scenes and encourages customers to break habits and enjoy the present.
Says Jamie Gagliardi, head of marketing, Jimmy Brings: “R/GA have been able to execute a brand campaign that aligns perfectly with our mission of becoming the largest alcohol delivery retailer, introducing a new distinctive and engaging asset that won’t be missed. Our unique campaign, combined with our $2 Delivery offer, will no-doubt allow customers to experience the amazing service that Jimmy Brings provides, altering traditional consumer behaviour Australia-wide.
“We’ve been able to increase the distinctive branding of Jimmy Brings while creating a creative framework that is essentially an ad platform within an ad platform that can feature different products– this has allowed us to create greater value for our partners and our consumers simultaneously.”
Says Michael Titshall, VP, managing director, R/GA Australia: “In this relatively new category of alcohol delivery, the challenge is not just to be the preferred brand, but to switch habits from a dash to the bottle shop to reaching for their phone. So we worked with Jimmy Brings to create behaviour change by combining pricing models, marketing and brand assets for the entire customer journey.”
Says Kieran Antill, national executive creative director, R/GA Australia: “It’s not about the ordering or even the friendly delivery person, it’s about the moment you are handed a beer or a wine or your drink of choice– that’s what we wanted to capture. That and a time travelling purple rocket hand.”
The campaign is now live across YouTube, BVOD, OOH, social and digital, with programmatic executions targeting audiences based on their alcohol preferences.
Head of Marketing – Jamie Gagliardi
Content and Social Media Manager – Jen Mackie
Design and Brand Specialist – Leonardo Miranda
Copywriter – Kate Ross
Art Director – Courtney Fay
Senior Visual Designer – Joe Sanderson/Kat Komenda
Senior Content Producer – Kyle Belcher
Executive Producer – Chris Smyth
Strategist – Georgia Doust
Group Director, Client Services & Business Development – Kirsten Dunlaevy
Executive Strategy Director – Jon Holloway
Executive Creative Director – Kieran Antill
Managing Director – Michael Titshall
Production House – Eight Productions
Director – Jay Topping
Executive Producer – Lib Kelly
Producer – Nick Kelly
DOP – Tony Luu
Casting Director – Peta Einberg @ Peta Einberg Casting
Post Production: Fanatic
Online Editor: Joe Maurici
Music – Electric Sheep: Kate Stenhouse, Joe Mount, Glenn Sarangapany
Photographer – Jeremy Shaw
Digi Op – Julian Schulz