Coming up with a creative campaign for a saturated market.
Feb 2023‘Feels like Home’ is a hypothetical advertising campaign designed for Jockey as a part of a studio project.
What’s the first thing that comes to your mind when I say ‘jockey’? Inner wears? Briefs? Funny story, jockey didn’t really start off like that. It started off with something called as the black cat triple knee stockings in the 1920s. Later we saw it in India around the 1990s and it instantly became a hit.But if you think about it, a lot of new brands were coming up, and how did jockey really do that? Jockey was smart. Back in the 1950s, their sales were down so they attempted to display their briefs on the storefront like other apparel shops would do and it tripled their sales within the same week. When it launched in India, they built an extensive network of distributors and made sure every store had their product in the storefront. It gained popularity and they were able to remove the age-old trend of inner wears being sold silently.
Imagine this, you’re in the 90s and you need a fresh pair of undergarments. Most probably, your mother or grandmother would go and buy it for you. Hesitant, they would ask the salesperson who would bring the pair from a corner. Back then, whatever the salesperson suggested they had to trust their choice completely because that was the only option. The hesitation was replaced with jockey’s bold advertisement, strong packaging and loud display; removing the first user anxiety.
Understanding the problem
To understand how jockey’s doing now, I did a small survey and asked people questions like if they still continued to wear jockey. Most of us remember jockey from our childhood and most of us haven’t really given up on it. Here’s the catch, while I talked to more and more people of my age and the ones who were accessible to me I realised that number of women users have decreased overtime but men continue to wear jockey.
To take this forward, I talked to the female audience and asked them what a really good inner wear made them feel like. And the most common answer was, comfort. I inferred that our value of comfort has changed overtime and one prefers something transient and convenient rather than the real comfort value. So I just wanted the make the user base recall the value jockey gives.
Get: Young women in India
To: Start buying/come back to jockey inner wears
By: Making them envision jockey as their ultimate comfort place.
Then I proceeded to ask, what comfort meant to them. While I got varied answers from dance, music and activities, the most common point was home and feeling relieved. This is where the gap between the consumer and the culture needed to be addressed with jockey. Jockey is weakened where it doesn’t connect to its consumer, it needs to speak to them and become a person.
The Campaign
My ad campaign was divided into four phases, with the first phase being the above the line with jockey asking through their ads, What is home? People would be asked to share their responses on social media. Followed by the them sharing the posts on their page which would help jockey with the visibility and build a community that relates with them. Lastly for the launch they would release the commercial advertisement. Later for its sustenance they would go all out with the reels sharing the products.
<Model: Gaanya Singh Photos: Akshaya, Kriti>