Jayco “50 Years and Still Fun”
Commemorating 50 years in business for Jayco was a huge deal. And what better way to celebrate than with those that have participated in the success—customers, employees and dealers? Cue a brand campaign: Fifty Years and Still Fun. Awareness was key. Messaging and creative had to honor the brand’s long history, while connecting and engaging with target audiences.
The cornerstone of the campaign was a unique video that captured the nostalgic of the brand. A landing page featured the video and an interactive timeline. A sweepstakes drove thousands of user-generated posts on social media. A Jayco history book fostered pride among employees, dealers and owners.
Objective
Drive awareness of Jayco while celebrating the company’s values and history
Strategic insight
While so much has changed in our world, the fundamental reasons people RV—and the moments that make memories—are the same as they’ve always been. Our creative approach was also based on the insight that older millennials (a key target audience for Jayco) are a very nostalgic generation—keen to recreate the memories they made as children with their own families.
Tactics
- Brand video
- “50 Years of Jayco” book
- Social media sweepstakes on Facebook, Twitter and Instagram
- Website
- Paid digital: display, search, paid social
- Social media
Results
- 2.3MM impressions generated by campaign
- 3,295 contest entries
- 346K video views
- 138K unique pageviews and average of 2:04 time on page
- Telly Award • Bronze: Branded content (budget under $100k)