Project Overview

Thomas Jewellers are a chain of jewellery stores in the city and regional locations. The project was to create an impactful Christmas campaign for them that would stand out in shopping malls. The client specifically requested that the campaign should not be overtly ‘Christmassy’ as it was to be launched in early October well before other Christmas campaigns were hitting the stores.

Project Commissioner

The Thomas Group

Project Creator

Traffic Brand Agency

Project Brief

This Christmas campaign needed to have a fresh approach compared to other jewellery stores in competition to Thomas Jewellers as well as the many Christmas campaigns in the past. It needed to be fresh and bold yet kept within a reasonably tight budget. It was all about creating the big idea and making the design something that would have a wow factor.

Project Innovation/Need

We kept a fine balance between a Christmas promotion and not being ‘too Christmassy’ by not referencing ‘Christmas’ in the Sale name. The creation of 'The Jolly Big Sale’, was simple but clever in design concept where the creative in each store looked like Christmas wrapping paper. By highlighting the 'ho' in Thomas and creating a repetitive pattern, we were able to create the Christmas catch cry “Ho Ho Ho”. It looked striking to anyone walking past the store and has a real wow factor with its bold red and white design.

Design Challenge

Apart from the obvious design challenge of not being too ‘Christmassy’, there was the challenge of each store having different dimensions and designs. The campaign needed to have a uniformity throughout each store.

Effectiveness

The store creative was supported by a Social Media campaign using the same creative direction. It assisted in driving traffic to the stores and reinforcing the messaging customers had already seen. The sales promotion was a resounding success with sales up across all stores and social engagement high on the corresponding post.