Just Group joins avatar craze

20 April 2010

Just Group brand Jay Jays has come up with an innovative way to build brand loyalty. The brand has capitalised on the avatar concept common to computer gaming (as distinct from the hit ‘Avatar' movie) to gain traction with its youth oriented market.

Interactive agency Visual Jazz, appointed by Jay Jays to revamp their digital presence and build the Jay Jays community online, created ‘Jayvatars' to reflect the irreverent, fun-loving nature of the JayJays brand, as well as representing the unique characteristics of every Jay Jays customer.

Jayvatars can be customised to change skin colour, facial features, gender and wardrobe. They can also move and rotate, as well as gain or shed weight. Visual Jazz also created a virtual world or ‘playground' in which Jayvatars can interact and communicate. Future versions of the playground will feature games, offers and events.

Since the recent re-launch of Jay Jays site incorporating the new Jayvatars and playground, around 90 per cent of new Jay Jays members have customised themselves a Jayvatar.

 

 

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