Jaycar Electronics has unveiled a new brand platform, 'Just Ask Jaycar'. The campaign, created by Special, is designed to encourage Australians to seek advice from Jaycar for their tech and electronics needs, rather than relying on tech-savvy friends and family.

Caroline Viska, CMO of Jaycar, said, “For far too long we have been the best kept secret in retail –known only to a niche, technical customer. Thanks to the amazing team at Special Australia things are about to change, we’re broadening our offer to a wider range of consumers and ensuring people know exactly where to go with their technical questions.”

The campaign will run across TV, OOH, social, and digital platforms and includes a film and campaign imagery, which can be viewed and downloaded from provided links.

Creative Directors at Special, Letizia Bozzolini & Justin Butler, said, “We all have a nerdy friend who politely, but perhaps unwillingly, helps us with tech problems. This campaign is their slightly awkward moment in the sun, where they finally work up the courage to say: Just Ask Jaycar.”

Viska added, “For those of you that know us, supply us, or shop us, I think you will find that the campaign nails the ‘human truth’ and essence of us.”

This move by Jaycar Electronics signals a strategic shift to broaden its consumer base and position itself as a go-to resource for tech advice. The tech retailer has over 130 stores across Australia and New Zealand.