Episode #43

How do you get megastar to represent your brand? 

What’s that secret sauce that can lock the deal away?

John Dwyer, (JD) has a proven track record for consistently being able to present a case for involving celebrities with whatever it is he is doing, and here's his approach and why he went after Jerry Seinfeld to front a small regional bank - and got him!

In Episode #43 - In this chat, JD gives us the background and key takeaways from his experience with Jerry Seinfeld and how he was able to boost a brand campaign with Jerry’s creative and brand power is a masterclass in marketing.

The campaign ran over 3 years, involved building a Newcastle born bank branch in a little town in the USA just north of New York, and having Jerry Seinfeld create enough content and brand assets for dozens of TV adverts.

JD’s vision and clarity for how his challenger brand needed to approach the market to build a point of difference is a must-see.

0:00 Introduction

0:31 JD’s background in marketing

0:50 The thinking behind securing Jerry Seinfeld for the Greater Building Society

2:41 Presenting to the board to get a spokesperson for the brand

3:13 Jerry was not always as accessible as he is now

3:48 Contacting Jerry’s management and the brief

4:30 The secret to why he did it if it was not for the money as at the time he only had done ads for two other large corporates

5:08 Extrapolate learnings from getting Jerry to rep the brand

6:22 The logistics of filming in the US for the adverts north of New York

7:51 What was Jerry like to work with?

8:51 How long the contract working with Jerry was and his tour to Australia

9:51 What was the impact of the campaign and having a brand representative

10:37 The mechanics of ‘the happy meal toy’ approach

12:29 Even with the success, why the campaign finished

14:23 Key takeaways in securing brand representatives

16:20 The formula to getting people to at least consider your brand

17:22 Hadn’t even watched much of the Seinfeld show before filming the campaign

18:01 Wrap up

Podcast Produced by: magnetic business media

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