Project

Home shopping menswear brand Jacamo set their sights on a hard market to crack: the busy, family man in his thirties or forties who would rather have a kick about or go down the pub than shop for clothes. Although he ‘gets’ and wants style, comfort and quality, he prefers to take the SAS approach to high street shopping – get in, get it, get out.

Creative Vein were tasked by the marketing team to provide creative direction for the new Jacamo campaign to include a series of print adverts then follow-up prospects with a catalogue, newsletters and offer led campaigns.

The creative had to be very strong visually, so all activity was consistent and immediately recognised by the recipient as the Jacamo brand. It had to generate warmth for the brand and an emotional response as the customer’s mate and ally to generate catalogue requests and sales. 

Creative

Our research showed the target customer wanted a catalogue specifically for them, everything in one place from a choice of brands in their size.

Creative Vein devised an ad campaign with strongly masculine imagery across press and magazines, using a TV Cop theme and ‘blokey’ humour. A straight talking, male tone of voice was developed with frank copy on larger sizes in a friendly, accessible way. Ads worked all the key USP’s and used a strong call to action to request a catalogue and earn a 10% first order discount.

The follow-up pack was highly consistent with ad imagery – so the customer would recognise and respond warmly, generating excitement in opening and browsing the range, ready to earn that 10%.

The push continued with offer led campaigns and a newsletter, working a funny and friendly editorial, emphasising the key sale messages and ease of purchase with ‘Big Brands’, ‘free from high street hell’. 

The models and photography was deliberately down to earth and accessible in contrast to that used by many menswear retailers.

Upshots

The strong visual style across the campaign gave Jacamo excellent consistency and recognition throughout the season. This lead to a significant uplift in catalogue requests, with customers feeling part of the brand’s attitude and humour that reflected their own personality perfectly.