Southeast Asia: Headlines - Jockey launches new brand with no ad budget

Jockey Women's underwear launched in Thailand in a campaign crafted by Creative Juice/G1. The agency was awarded the Jockey and Wrangler accounts by Central Marketing Group in March this year. With no traditional ad budget and a brief to create awareness, the agency turned to below-the-line activities. It created the 'Jockey see true' event, with a budget of 2.5 million baht (US$61,650). "We used Jockey's G-strings as invitation cards and our creatives designed a see-through outfit for all the guests," said Witawat Jayapani, CEO, Creative Juice\G1.