Jaycar Electronics has launched a new brand platform, “Just Ask Jaycar,” via Special.
The campaign will run across TV, OOH, social, and digital.
“For far too long we have been the best-kept secret in retail – known only to a niche, technical customer. Thanks to the amazing team at Special Australia things are about to change, we’re broadening our offer to a wider range of consumers and ensuring people know exactly where to go with their technical questions,” said Caroline Viska, chief marketing officer of Jaycar.
In the new brand campaign, the premise is that when it comes to tech and electronics, most Australians seek advice from their more technically-minded friends and family. Jaycar urges them instead to “Just Ask Jaycar”.
“We all have a nerdy friend who politely, but perhaps unwillingly, helps us with tech problems. This campaign is their slightly awkward moment in the sun, where they finally work up the courage to say: Just Ask Jaycar,” said Letizia Bozzolini & Justin Butler, creative directors at Special.
“For those of you that know us, supply us, or shop us, I think you will find that the campaign nails the ‘human truth’ and essence of us,” added Viska.
Credits:
Client: Jaycar Electronics
Chris Wilesmith, CEO
Caroline Viska, CMO
Alain Sandler, Group Marketing Manager
Creative: Special
Lindsey Evans, CEO
Tom Martin: Partner, CCO
Julian Schreiber: Partner, CCO
Dave Hartmann: Partner, CSO
Justin Butler: Creative Director
Leti Bezzolini: Creative Director
Sophie Aitken: Creative
Edwin Concubierta: Creative
Adam Shear: Head of Design
Sabine Schwartz: Design Director
Maggie Webster: Designer
Sevda Ćemo: Head of Film & Content Production
Kat Stephens: Senior Producer
Gill Russell: Team Lead
Media: Pearman
Tara Lamond, Group Business Director
Marta Kozlowska, Senior Account Manager
Bench:
Nate Vella, Brand Strategy Lead
Production Company: MOFA
Director: Yianni Warnock
Executive Producer: Llew Griffiths
Producer: Linzee Rose
DOP: Campbell Brown
Art Director: Sam Lukins
Posthouse: The Editors
Offline Editor: Mark Burnett
Online Editor/Colourist: Matt Fezz
Post Producer: Bella Key
Sound & Music House: Rumble Studios
Sound & Music Producer/EP: Michael Gie
Composer: Rino Darusman
Sound Engineer: Tone Aston
Casting: Byrne Creative
