Jimmy Jackson’s journey from fiction to award nominee

In the competitive world of economic promotion, standing out from the crowd can be a challenge. From 2023, GGBa did just that by introducing a concept that blended humor, storytelling, and strategy: Jimmy Jackson, the fictional CEO of Jackson Quantum Ventures.

Jimmy Jackson, a larger-than-life 50-something American CEO with big dreams, made his debut on the global stage in October 2023. What started as a humorous and unconventional blog quickly became an engaging multi-channel campaign aimed at showcasing Western Switzerland’s advantages to international investors. The project was born out of GGBa’s desire to break away from the traditionally factual and corporate tone of investment promotion, which often struggles to engage modern audiences.

Instead of dry statistics and reports, Jimmy Jackson offered a narrative approach. Through blog posts, LinkedIn updates and infographics, he documented his “adventure” as he searched for the perfect European location for his company’s headquarters. This journey not only highlighted Switzerland’s business-friendly environment but also humanized the investment process, making it relatable, funny, and memorable.

A journey with a purpose

Jimmy’s blog entries, written in his distinctive, larger-than-life tone, reflected his humorous yet insightful approach to decision-making. He laid out his company’s needs: a stable business environment, access to talent, and a high quality of life. His blog series featured everything from fictional conversations with his mentor, Abercrombie Jefferson, to musings about the challenges of expanding internationally, all while dropping hints about his growing interest in Switzerland.

In his own words: “I’ve spent hours poring over the map of Europe, imagining all the places the company could end up. But the more I researched, the more one country stood out… Switzerland!”

This fictional yet relatable exploration allowed GGBa to highlight Switzerland’s competitive advantages—its robust infrastructure, highly educated workforce, and excellent quality of life—all through the lens of Jimmy Jackson’s comical but purposeful adventure.

Taking it to the next level: the music video

In a bold and unexpected move, Jimmy Jackson didn’t stop at blog posts and LinkedIn updates. He took his storytelling to a whole new level by releasing a music video, blending humor with Swiss culture and showcasing his larger-than-life personality. The video became a viral hit within the investment community, adding another layer of engagement to the campaign. Through catchy lyrics and quirky visuals, it highlighted Western Switzerland’s appeal while keeping the audience entertained.

The big reveal

The climax of the Jimmy Jackson project came on 28 August 2024, during GGBa’s annual “GGBa Night” event at SIP Biel/Bienne. After months of blog posts, videos, and engagement with followers on social media, Jimmy finally revealed the location for Jackson Quantum Ventures’ new European headquarters: at the Switzerland Innovation Park Biel/Bienne, in Biel, in the canton of Bern, in Western Switzerland.

The ”Jimmy Jackson” project brought together a wide array of economic promotion agencies across Switzerland, showcasing their collective efforts to attract international business. Jimmy’s journey had not only put Western Switzerland in the spotlight but also created a sense of camaraderie across the country’s business hubs, as each canton vied for the chance to host his fictional HQ.

From fiction to recognition: why Jimmy Jackson is nominated for an award

The Jimmy Jackson campaign’s success lies in its ability to leverage humor, storytelling, and a multi-channel approach to investment promotion. By creating a fictional character who engaged directly with the investment community, GGBa was able to communicate complex economic benefits in a way that was both entertaining and informative. More importantly, Jimmy’s journey sparked conversations beyond Switzerland’s borders, gaining international attention and promoting the region as a prime location for business.

This out-of-the-box thinking is exactly why GGBa’s Jimmy Jackson concept has been nominated for the 2024 “Réseau Place Économique Suisse” award for innovative communication. The award recognizes campaigns that have made a significant impact on the visibility and attractiveness of Switzerland as a business destination, and Jimmy Jackson’s journey is a prime example of that.

The future of Jimmy Jackson

While Jackson Quantum Ventures has found its European home in Western Switzerland, the future of Jimmy Jackson’s journey remains open. His humorous and insightful posts continue to entertain and inform his growing community of followers as he explores what Switzerland has to offer foreign companies. Whether or not there is a new chapter in his story, the impact of the Jimmy Jackson Project is undeniable.

The campaign showed that economic promotion doesn’t have to be dry or corporate to be effective. With a dash of creativity, humor and a strong narrative, the concept transformed traditional investment promotion into an engaging, memorable experience – one that resonated far beyond Switzerland.