Sperone is the number one consumed sparkling wine in Jamaica, but it had a curious predicament. People were not referring to it by name! Sperone was being ordered as “moscato” and so the brand set out to strengthen its name in the market, refresh its collateral and reinject some excitement into the brand.

The solution

Memories are tied to emotions, and so our strategy centred around creating activations and strategic partnerships that would create an impact on the consumer and add value to their lives – thus making the brand more memorable. However of course the first move was to shift the brand messaging from “sweeten the vibe” to include the brand name prominently I.E the campaign message: (Life Sweet, Pop Sperone), the jingle: (pop pop, pop Sperone),  the sponsorships ( Kareem Bwoyatings powered by Sperone) etc. Additionally to create a buzz on social we engaged (3) major influencers that appeal to Sperone’s target audience, (2) dancers Pretti, Pretti and Lee Not Nice and one Radio Host, Trending Podcast King ( and former party boy) Kareem Bwoyatingz.  We not only engaged them on digital but included them in above-the-line collateral to further bring eyes to the brand. I also created an SM template for Sperone to ensure they had a more cohesive look on Instagram, and created an image bank with the influencers and other talent so the brand could truly build out its new look and feel.

JINGLE

Lynk was launching a new feature: remittance. They needed to make a splash in the market while simultaneously overcoming the challenges they had educating people about how a digital wallet works.

The Solution

Keep it simple. Lead with the service (money from abroad) and the main benefit ( inna blynk- straight to your phone). Jamaica is already familiar with remittance so it was easy to focus on the pain points around this (standing in line, wanting the best exchange rates, being at mercy to the opening hours of the cambio) and to position the product as a solution. Our TVC followed 3 different characters who accessed their money and improved their lives instantly with the help of Lynk. As of writing this, it has over 4.5 million views and counting – that’s more than the entire population of Jamaica!

Pizza Hut Jamaica sought to develop an umbrella campaign encompassing their three best-selling pizzas: Hawaiian, BBQ Chicken, and Pepperoni. Their aim was to distinguish themselves from their main competitors while maintaining their overarching platform of “For the Love of Pizza.” Additionally, they desired to effectively represent the distinct target segments associated with each flavour. They had to find a way to promote very different flavour attributes to various categories of people in a cohesive way.

The Solution

My approach was first to do a deep dive into the creative platform they already had, and build out a creative direction from there. As I started to do my research a simple question kept surfacing in my mind: What would you do for the love of pizza? This question became the catalyst for the entire campaign, which was built out based on the insight that when people crave a particular type of food they don’t want to experiment, they play it safe and stick to the people they know will satisfy that itch, in this case, the people who know pizza. I then proposed that Pizza Hut build out completely different creatives for the different target segments under the banner “ We know Pizza”.  More specifically We know Hawaiian, We know BBQ, We Know Pepperoni by creating intriguing ads that asked our consumers what would they do for the love of their favourite flavour. Rumour has it some people contemplated rowing all the way to Hawaii, or even booking a ticket to Italy – but thanks to Pizza Hut all they had to do was call and collect or get delivery!

I was invited to write a sketch for a first-of-its-kind theatre experience, which brought digital influencers off the screen and on the stage alongside conventional theatre players. This concept of the traditional fused with the contemporary inspired me to write a comedic piece that reflected the age-old scenario of the first date… with a twist,  that being the modern-day fear of technology always listening. We love our tech. But what if our tech loved us back? And what if it didn’t just listen…what if it was jealous enough to talk back? And so was born – “Alexa and the date”. I also assisted the main writer with a Jamaican Fambily Feud Sketch. Both pieces had the audience in stitches.

XBAR had maintained a low profile within the market, despite being Jamaica’s top chocolate brand. However, it lacked the prominence and cultural recognition associated with a true “market leader.” Our objective was clear—to assist the brand in establishing and solidifying its presence in the market. Considering the brand’s primary focus on men, it was crucial to devise a strategy that effectively represented a product category traditionally associated with femininity(chocolate), while still maintaining its appeal to Jamaican men.

The solution

Consumer loyalty stems from their emotional connection with brands. With this insight in mind, we conducted thorough research and developed a creative platform that addresses the societal pressure men face to meet expectations of being a boss, leader, and in control. We positioned the product as a source of both power (energy) and empowerment (philosophy) for men, enabling them to XCEED XPECTATIONS. As XBAR shares its social media page with other Charles Chocolate brands, we recognized the need to carve out a distinct space for the product on digital. To achieve this, we leveraged influencer engagement and strategic media placements on various digital platforms. Prince Pine emerged as the ideal ambassador to convey XBAR’s new message, and within days of the video release, we garnered over 800 comments. The response was overwhelming, leading to a surge in product demand, forcing us to pause the ads as the shelves were emptied faster than they could replenish them!

JINGLE

NCB wanted to create an exciting summer promotion to create a lift in its credit card portfolio. This campaign needed to stand out as one of the main competitors already had a campaign with similar mechanics out in the market.

The solution

I did a competitive analysis of the creative and messaging of the competitor’s campaign to discern what the strengths and weaknesses were. We aimed to make our collateral feel more personal and chose to display talent interacting with the cards as well as celebratory elements to drive home the concept of winning. We also added a sonic component to the campaign in the form of a catchy upbeat jingle. Our strategy for this campaign was to make the mechanics easy, the creative exciting and the placements abundant – and so we recommended the lion’s share of the budget be focused on frequent media placement. The campaign contributed to NCB exceeding its target for credit cards by 41%, the target for prepaid cards by 6% and meeting its acquisition target – a resounding success.

JINGLE

NCB in collaboration with USAID and the Development Bank of Jamaica created an instrument through which SMEs with little to no collateral could access funding to grow their businesses. How do we simplify the message and connect with SMEs?

The solution

I crafted a concise and impactful message, leveraging the context of the pandemic to create a sense of urgency. The angle was not just about growing your business but now also about safeguarding it for the future. The TVC showcased authenticity, featuring a direct message from the CEO. He highlighted the initiative as an integral part of the bank’s commitment to supporting Jamaican entrepreneurs. The TVC concluded with a compelling closing line, resonating with viewers: “Life may have been interrupted, but your business plans don’t have to be.” This push was also supported by a robust direct marketing campaign, as well as OOH signage, radio, pamphlets/flyers, press and heavy PR.

Transjamaican Highway had a three-pronged goal:( in order of importance)  increase the number of T-TAG users, increase the general number of Highways users, and increase the number of downloads of their mobile app.

The Solution

Focus on what matters most to the customers – saving time and money. Position the T-TAG as the ultimate tool, the highway as the gateway to that tool, and the mobile app as the best way to maintain that tool. I chose to go for a visceral approach and focused on comparing and contrasting life with the T-TAG vs life without.

NCB has been a long-time sponsor and huge supporter of Elaine Thompson Herah. At the time she had just become the fastest woman in the world, and they wanted to ride the momentum by creating a Fast Cash Campaign, however, they did not have any up-to-date images/videos that they could use.

The Solution

I proposed not only positioning her for the Fast Cash Campaign but encouraged them to create a full image bank for both their Ambassadors. This image bank would allow them to reduce their dependence on stock images, making them stand out more in the market as well as build audience engagement – cause who doesn’t love Elaine and Julian! They would also have the opportunity to align each ambassador closely with products that match their lifestyle, as well as have content for general Brand messaging. It was a success, and they use the content to this day.

‘Twas the midst of the great chicken sandwich wars of the 2020’s. Wendy’s JA wanted to increase/ maintain market share by launching their Classic Chicken Sandwich while also pushing their Spicy Chicken Sandwich.  However, Wendy’s JA doesn’t have the spicy personality (pun intended) of its witty, twitter-happy American counterpart.  So how did Wendy’s JA cut through the noise, and enter the battlefield?

The Solution

By letting our customers make the “noise” instead. We launched a 360 campaign with a radio activation that invited our customers to create original jingles about the 2 chicken sandwiches for a chance to win coupons and other prizes. It was compulsory to include certain phrases that spoke to our differentiating factors such as freshness, white meat etc. We leaned into our secret sauce…quality, and made our customers create the hype.  Less Talk, More Taste.