During the rise of the Meterosexual a few years back we launched a helpline that Australian men could call whenever they questioned their masculinity. It offered advice on subjects such as diet, relationships and cars suggested hanging up if seeking information on drama or the arts.
Using multiple channels 1900-9-JIMBEAM spread like wildfire and became a cultural movement that generated 50,000 calls in just 8 weeks. Men who needed further help received a DM pack that included a letter addressing their issue and a set of stickers to place on offending items such as Celine Dion CD’s or skim milk.
1-900-9-JIMBEAM soon became vernacular amongst young men whilst selling5.4m additional cans, raising market share by 4.5% and giving a 70% ROI. The campaign went on to win a the Direct Grand Prix at Cannes (only the third in Australian history at the time) and was directly responsible for starting the discussion about the need for an integrated campaign category.