• JAY JAYS: Getting the digital edge.
    JAY JAYS: Getting the digital edge.

Just Group has continued its bid to revolutionise the digital landscape, with a cutting-edge campaign for one of its subsidiaries.

Jay Jays has this week launched the online component of its Multiply the Colour Campaign, developed in consultation with Visual Jazz Isobar.

The campaign promotes the brand's denim offering and leverages its partnership with international teen star Cody Simpson.

A key feature of the site, www.jayjays.com.au/colour, is an interactive look book that takes users through a modern-day Romeo and Juliet story.

Filmed completely in stop motion, the shoot took three full days and is set to the backdrop of Simpson's new single 'Wish U Were Here'.

Users can click through to purchase the clothes worn by the cast at any time.

The site also links to Facebook with an app that recommends the best coloured jeans based on the user's photos.

Friends can give their opinion users decide their purchase.

Just Group general manger for advertising Dianna Young said the digital element will be a key driver for Jay Jays customers.

"The digital elements of the ad campaign are an innovative integration with Visual Jazz Isobar bringing the ‘Multiply the Colour’ story to life online in a way that will captivate our audience while showcasing the Jay Jays collection available for purchase."

All offline advertising and point-of-sale directs customers to the Multiply the Colour site.

Visual Jazz Isobar executive Gavin Heron confirmed the firm was also responsible behind the award-winning 3D Dance Off campaign for Jay Jays last year.

"Jay Jays has set the bar for creating engaging content online and we’re so glad to have had the opportunity to work with them on another stand-out campaign.”

Just Group parent company Premier Investments outlined a number of digital innovations for its brands for fiscal 2012, launching all seven brands and SKUs online in the first half.

The group has also earmarked a web affiliation review for the third quarter across sites such as Asos and Ebay.

Jay Jays recorded a drop in first half sales for fiscal 2013, dropping 15 per cent on the previous period to $102.1 million.

Jay Jays had 235 stores at the end of the first half, with 11 stores closing throughout the period and three opening in high-performing areas.

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