Jockey launches re-birth of Y Front underwear range and experiential campaign via Channel 5

Pacific Brands’ Jockey is running an experiential campaign 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.

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, the creative agency behind the concept says the execution is an excellent engagement tool to educate shoppers on the product as they make their way to purchase.

Says Cromer: “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, Cromer says male and female content is available on screen to ensure we catch the shopper as well as the consumer.

Says Cromer: “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.

Client: Pacific Brands

Activation: Test Drive