Share our billboard
luglio 13th, 2009 | Published in Outdoor Adv
Outdoor Lions > Winners > GOLD
Really a great idea. involve people/customers to share a brand billboard.
The Campaign won a gold at Cannes Lions 2009.
The campaign for the discount beer began in April 2008, with 106 billboards throughout southern Ontario that were only partially complete. The words “Help us keep James Ready a buck. Share our billboard” appeared in the empty space next to a product shot. The idea was that James Ready was asking consumers to help split the cost of the billboard to save money and keep its prices down. (“Guest advertisers” didn’t actually split the cost of the billboard.)
Visitors to the brand’s website could submit photos and messages to run on specific boards. In May, those submissions were posted to the requested boards on a first-come, first-serve basis. Below each user image ran a thank you for helping keep the beer affordable.
“Here is a brand that’s trying to keep its beer a buck, and it did it in such an inventive way,” said Mark Tutssel, chief creative officer of Leo Burnett Worldwide and chief judge of this year’s competition. “It invited people to participate and co-create with the brand in a fresh new way.”
The billboards also won the Obie in the International category.
The James Ready campaign has been recognized once already this year by the Andy Awards in New York, where it won two golds.