Menswear brand Jacamo is looking to connect with customers on an emotional level with a new campaign that highlights the power of style recognition among men.
Crafted by creative agency Motel, the omnichannel campaign marks the N Brown Group-owned brand’s return to traditional broadcast TV for the first time in five years.
Marking a “step change” in its creative strategy, ‘Get the Nod’ is based on the insight that men put a lot more thought into what they wear than they let on.
“It’s a really exciting time for Jacamo, as we launch this brand-new creative direction which showcases our elevated menswear offer. We fell in love with ‘The Nod’ at pitch, energised by the opportunity to change behaviour and normalise style recognition for men. Rich in insight, distinctive and disruptive, whilst raising a smile”, said Rachel Hawkins, group head of marketing at N Brown.
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“Research told us men put a lot more thought into what they wear than they let on and, deep down, they want it to be noticed. So, we’re going to tell him, ‘You look great!’ through our new campaign, which has video at its heart, bringing ‘The Nod’ to life in channels and formats that best reach and engage him, and for the first time in several years this will include linear TV.”
She added: “Our creative achieved the maximum possible effectiveness score amongst our target audience during System 1 creative pre-testing and we can’t wait to see the campaign resonate with customers as we go live this week.”
The work will be Motel’s first significant campaign for the brand since securing its creative account in September last year. It will run across TV, social media, video-on-demand, digital and out-of-home from today (6 May).
