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1900-9-JIMBEAM During the rise of the Meterosexual a few years back we launched a helpline that Australian men could call whenever they question… Read More
1900-9-JIMBEAM 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 and was directly responsible for starting the discussion about the need to an integrated campaign category. Read Less
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1900-9-JIMBEAM

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.

 
Croc 30sec TVC
Salad 15sec TVC
Aly McBeal 15sec TVC
Hoover 15 sec TVC
Ad in New Woman magazine, just in case men were caught browsing.
Stickers were given out at point of sale for use on offending items
Stickers were given out at point of sale for use on offending items
'Promo' radio ad
'Date' radio ad
'Pants' radio ad
Flat share classified ad
1900-9-JIMBEAM helpline audio.