Jockey; Re-birth of the Y Front
Working alongside Channel 5 and TestDrive, Interactivity delivered a
cheeky experiential campaign for Pacific Brands’ Jockey Australia running
across two states throughout March and April as part of their 2013 re-
birth of the Y Front underwear range.
The 'Y Front by Jockey' was invented in 1934 (from the famous zip
design) and remains a favourite brand of choice for Australian consumers.
Consumers can place themselves in a picture with a Jockey model.
The large Y structure will appear in shopper centres in Melbourne and
Sydney and will house an interactive screen. This will allow consumers to
involve themselves, and put themselves in a picture with a Jockey Y
model. People can then share the photos online via social media.
Michael Cromer of Channel 5 says the execution is an excellent
engagement tool to educate shoppers on the product as they make their
way to purchase.
"One of our main campaign objectives is to drive purchase consideration
by guiding shoppers into their nearest department store. Adding a bit of
fun in the mix will also help people get excited about this brand launch."
Although this is an underwear brand for men, male and female content is
available on screen to ensure we catch the shopper as well as the
"Shopper insights tell us that the main grocery buyer for this product is
60% female who is purchasing underwear for him."
The execution will appear at Westfield Chadstone and Westfield
Doncaster throughout March and Westfield Chatswood and Westfield
Sydney in April.