Menswear retailer Jacamo has partnered with Sky to ‘Own Sporting Moments’ this summer. Maximising Sky’s unique position in world sport, the multi-platform campaign will link Jacamo to sporting moments through a series of TV ads and longer form content. The campaign, running from May to August, features famous sports personalities including England’s greatest ever bowler James Anderson, England rugby international, Courtney Lawes and Wycombe Wanderers FC striker and powerhouse, Adebayo Akinfenwa.
The campaign will play out across linear TV, on demand and digital, aiming to reach new pockets of ‘everyday’ men aged 25-44. The content will be placed around contextual programming relevant to each sport, as well as premium airtime within the Sky portfolio such as the latest season of Game of Thrones.
Each piece of content links to the Jacamo brand campaign which uses the customer insight that the target audience admires those who have achieved legitimate success through skill and hard work, but remain grounded and humble. The content is filmed in a ‘Talking Heads’ format with the sportsman answering questions about their own careers, fashion and what they believe owning the moment means to them. Viewers will be able to watch the short form content by clicking the red button on the Sky remote.
Jacamo will also sponsor Sky Sports News 5-7 to further increase reach and frequency creating an ‘always on’ campaign that is synonymous with Sport.
Jacamo will use SkySports.com for branded home page takeovers and native articles all linking to the content on Jacamo’s website. To supplement the activity digitally, the Sky AdVance platform will target those who have been exposed to the content reinforcing the Jacamo message including links to the Jacamo site.
StoryLab North was responsible for planning and buying while production was undertaken by Diagonal View.
Jason Hughes, Head of Creative Solutions at Sky Media, said, “We are very excited to have Jacamo on board for the incredible summer of sport we have lined up. With the Cricket and Rugby World Cups taking place over the next few months, the timing is spot on and will give the campaign the perfect platform. We’re always thinking of new and exciting ways to help clients reach their target audiences and with the level of sporting talent we have for this campaign, I am sure it will be a success.”
Ed Watson, Global Director of Communications at N Brown, said, “Following on from our successful sponsorship of Soccer AM, we are delighted to be partnering again with Sky in this next stage in the evolution of our ‘Own Your Moment’ campaign. We wanted big summer sporting moments brought to life and in using three sports stars we have found a great way to play this out to our target audience. Each of our sports stars have a great ‘against the odds’ narrative which is very powerful for our audience and ties in perfectly to our campaign ethos.”
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