Building on the success of their “Own Your Moment” campaigns in 2019, Jacamo has recently launched its third content partnership with Sky Media. The campaign showcases the brand’s A/W20 menswear range in all of its glory in the great British outdoors and celebrates the hard work, physical, and emotional strength of the Jacamo man.
The 10-minute content piece follows former SAS Elite forces Ollie Ollerton and Jay Morton and former athletes Paul Olima and James Haskell, as they race through the stunning backdrop of the Lake District to be the first to get a pint at the Jacamo Arms pub. Along the way, they have to overcome various physical obstacles, and the content captures their authentic reactions to these challenges, whilst also perfectly showcasing the clothing, tech and outdoor equipment sold by Jacamo.
The long-form content is hosted on Sky’s EPG via the red button, and on YouTube, and we planned a combination of high profile 40” TV spots in key male programming on Sky1 and Sky Sports, supported by premium sporting inventory and high-impact Mastheads on YouTube. Over the last three seasons, we have gathered a vast amount of insight and understanding about how the Jacamo audience consumes and engages with media, and how we can own the moments that matter most to him. A solus partnership with Sky Media not only gave Jacamo access to premium programming, but also to stellar talent and licensing to raise the campaign head and shoulders above other advertisers during the key retail peak period, and also included a detailed research study to provide further insights to optimise the brand’s future activity.
Kenyatte Nelson, Chief Brand Officer at Jacamo, said, “Capturing the zeitgeist, we are excited to step out into the beauty of the great outdoors, which has been so greatly appreciated in 2020. During this time of lockdown, we’ve found escapism in our televisions and rediscovered the powerful benefits of nature for our mental health and wellbeing.”
Eleanor Mitchell, Director at Carat Manchester, said, “This is the third campaign we have planned in partnership with Jacamo and Sky Media, and it is by far and above the best. Jacamo’s key marketing objective was to change perceptions of the brand and showcase the beauty of big, and Sky was the ideal media partner to help achieve this goal, with their strong male programming, talent that resonates with the audience, and premium production values. Despite the added pressures the pandemic has placed on everyone, working closely with the client and Sky has delivered an incredibly powerful and emotive campaign, with unparalleled media value.”
Watch the video here: