"An imaginative, slightly unorthodox approach to an extension of our Jokey promo in the UK, we loved the results and positive feedback that opened new avenues and newfound fans of our fashionable underwear - it was great working with the bradchuck team"
Gavin Sinclair - Sales Director UK
In a very competitive market, further compounded by a certain ex-footballer parading around in a rivel pair of boxer shorts, Jockey UK had found itself falling far behind its competitor's int eh UK underpants market. It needed a fresh approach, a new campaign message and some forward-thinking ideas to get people buying more.
Working with a well-known agency, bradchuck was tasked of working on a unique digital campaign to support the Christmas market.
The Jockey "Show 'Em What's Underneath" campaign encourages people to be comfortable expressing their true self. It centers on everyday heroes who embody the spirit and values of the brand and the characteristics that make them unique.
Controversial at the time, but with an engaging message that took advantage of huge digital traffic numbers, we worked with our partners at PornHub to run a series of roadblock adverts on the biggest porn website in the world that told the viewers to 'watch what they were wearing and 'Show 'Em what's underneath'
With huge traffic numbers in the UK, and a cleaver promotional brand on the public services website, we helped achieve over 22,000 hits in 5 days that led to sales or new subscribers to Jockey UK newsletters. Thinking differently was key to achieving much more for your money
"We want something different, a change in direction, a new idea, something that can really be imaginative and certainly think outside the box of standard digital advertising"
The brief for Jockey could not have been any clearer.
The one thing that the bradchuck team pride themselves on is in being different from other marketing professionals and agencies. Thinking outside of the box is the metaphor we have always abided with - helping to adapt in order to support multiple campaigns with hard-hitting messaging that was, for the most part, mon-standard and disruptive from all else around us.
The Jockey brief, won on the back of a publisher pitch for advertising, was from the start, always going to have to be something different.
By engaging with a porn site, we were not only acting against the established marketing traits but were also running close to the finer edge of taboos that are more or less frowned upon elsewhere.
Thankfully, the result quashed any fears of being controversial - we maintained throughout out that Jockey always had fans who watch online videos in their underpants.