Jay Jays takes 3D online with Dance Off campaign and new website via Visual Jazz
Youth fashion retailer Jay Jays has launched their new website along with a 3D campaign that
includes an interactive catalogue and unique video experience designed to bring 3D into people’s
homes. The Jay Jays Dance Off campaign, designed and developed by digital creative agency Visual Jazz, revolves around online engagement, with all campaign activity driving customers to the new Jay Jays website, the Dance Off microsite and ultimately into stores.
Customers can view the Dance Off campaign on the web at in 3D format if they have 3D glasses, or also in standard view allowing all customers to engage.
Dance Off is an interactive video catalogue featuring nine dancers with unique skills, including a
robot popper, ribbon dancer, freestyling locker and a ballroom dancer. Each dancer performs in
their own individual style, reflecting Jay Jays’ ‘freedom of expression’ positioning.
Visual Jazz managing director Dave Stephenson said focusing a major campaign online was a significantstep for Jay Jays: “We’re always looking for fun, engaging ways toconnect with people online. We know that Jay Jays customers areactively seeking interesting and innovative digital content, but ittakes something pretty spectacular to hold their attention. We believethat taking 3D technology off the big screen and onto the computerscreen will help Jay Jays achieve that with this campaign,” saidStephenson.
Visual Jazz creative director Sammi Needham said the campaign presentsJay Jays fashion in an entertaining and interactive way: “We’restarting to see a lot of 3D in cinema again and audiences are eager formore. We wanted to bring that 3D experience home for Jay Jay’scustomers.”
The new website incorporates a product viewer that encourages browsing, allowing customers to search for products in a variety of fun ways.
12 Comments
I’m just stinging in anticipation of reading about what Ben thinks. Drum roll please.
Let the hate begin.
Not sure about ideas – looks cheap and cliche?
Angry angry incomprehensible words.
Frustration. underachiever.
Hate hate hate.
Epic fail.
Poo.
Confusion.
Must have medicine.
So they create this “pretty spectacular” online experience for their would-be customers. All good so far. Until their would-be customers go into one of their cheap and bland stores. Then it all goes to shit.
People aren’t stupid, but retail campaigns that don’t integrate a killer instore experience most certainly are.
@8.09 Teenagers don’t think the clothes are cheap. They are just the right price for them. Macca’s only pays $10 an hour. And funnily enough their target market wouldn’t know what a killer instore experience was and they don’t care. If Justin Bieber is playing on the instore system that will probably make them happy enough. They just want a new outfit for a party.
also: check out this link to the Visual Jazz Flickr gallery for some shots of the great in-store experience that went along with the campaign.
http://www.flickr.com/photos/visualjazz/sets/72157623607832329/
and see the Jay Jays facebook page for photos and videos of customers and pros dancing-off in the Brisbane store…
http://www.facebook.com/jayjays#!/jayjays?v=app_2392950137
Jus sayin’ 🙂
I’ll give you a hint Ben. I work with you.
looks uncool.
and a bit boring…
I think this is a so much better than the most fashion label websites. Let’s remember what this is – a catalogue, an online catalogue but still a catalogue. As far as catalogues go it’s pretty awesome. Does a fashion label need an idea? No it just needs to look cool. Fashion label + idea = death. Fashion label plus hot kids in clothes = sales.
Worst. Blog related stitch-up. Ever.
Shut up comic book nerd.
Hmmmm, I think this Dance Off Campaign is let down by the fact that load times for the video were ridiculous!!!! The video file appears to be in excess of 60mb. WTF? Did the agency even give any thought to the target demographic out there that might only be on 1gb plans with their internet provider?
the 3D thing is AWESOME:)