Project Overview

Thomas had a business objective to shift customer perspective from being a ‘generalist’ store where jewellery was one of many product lines to a boutique destination that was synonyms with offering the finest diamonds in the country in an environment befitting of the quality product. The resulting project was distinctly 'regional' in its approach but with a high-end tone and romantic appeal expected of a campaign around diamond engagement and wedding rings.

Project Commissioner

The Thomas Group

Project Creator

Traffic

Team

Rob Quick - Art Director
Bruce Paroissien - Copywriter
Karen Jarvis - Account Director
Taz Pirbhai - Senior Account Manager
Matt Smith - Digital Director
Warwick Gavaghan - Digital Designer

Project Brief

The brief was to create a memorable campaign to position Thomas as the destination for the finest diamonds in the country. Headlining the campaign was to be a short film to run on both regional television and digitally in a viral campaign. It was to be of high impact to create initial awareness of the campaign throughout Victoria and engage our target audience of people looking to buy diamond engagement and wedding rings.

Project Innovation/Need

The innovative idea we created was to introduce a totally unique competition vehicle off the back of our new positioning of 'the finest diamonds in the country'. We developed a competition to win 'The finest wedding in the country' where couples from all over regional Victorian could enter online to win their dream wedding. This created enormous buzz in conventional media and social media. The movie created was both romantic and impactful to launch the campaign.

Design Challenge

The design challenge was to film brides running through different types of countryside to represent all the regional towns and areas where Thomas stores operated. From ocean cliffs to olive groves to historic homes, we had to find locations close together for budgetary reasons but would represent several regions of Victoria. By employing one of Australia's best film directors we overcame this challenge to create a striking short movie.

Effectiveness

The effectiveness of the movie and the 'The finest wedding in the country' campaign was exceptional and far exceeded KPI expectations for both competition entries and sales.

COMPETITION
- 1,126 entries (KPI 500)

- 92,873 votes (KPI 10,000)

- 81.5% goal conversion rate


SALES
- 85% YOY e-comm sales increase (KPI 20%)

- 163% YOY e-comm average order value

Marketing - Film or Video

This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values.  Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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