Samangi Wadinambiarachchi
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Undergraduate work

Unleash Confidence: promotional campaign design

A promotional campaign for Jockey for school leavers, built on a flash mob, a QR code challenge and social media around the idea “Move with energy and confidence”.

A group of people in jeans and T-shirts dancing in a flash mob outside a colonial building, beside drawings of Jockey undergarments.
Brand
Jockey
Audience
School leavers who hang around the British Council premises
Idea
Move with energy and confidence
Format
Flash mob, QR code challenge and social media

The idea

Campaign brief for Jockey. The brand has a history of more than 600 years and promises a fun and youthful way of thinking and lifestyle choice. Target audience: school leavers who hang around the British Council premises, who are in a transition stage and thrive on building their own personality; catering to this builds trust with Jockey. Idea: move with energy and confidence.
The brief and the idea.

Where it happens

Black-and-white photograph of the British Council outdoor premises, a colonial-style building with columns.
The campaign location: the British Council outdoor premises.

Flash mob

A flash mob is a group dance with quick, energetic moves. The dancers wear Jockey undergarments in a way that the logo imprinted on the garment is shown to the public.
A flash mob with dancers wearing Jockey undergarments.

The challenge cards

Two handout cards: a black card reading “You are confident!” and a double-sided card with a QR code and the text “Are you? Scan the QR code to know”.
Cards given out during the flash mob.

App flow

Flow of the campaign web app. People scan the QR code, see “You've got a challenge”, upload a short video, are entered into a contest where winners receive a gift pack, then see “Dare to be you” and can activate motivational quotes of the day through WhatsApp or Viber.
From scanning the QR code to the daily motivational quotes.

Amplification

During the flash mob, the audience shares selfies with the hashtag #JockeyMoves on Facebook, Instagram and Twitter, which are considered for a contest with a gift pack. At the end, a viral video with clips of the flash mob and the dance contest is uploaded to YouTube.
Sharing the experience on social media.
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