Project Overview
Thomas had a business objective to shift customer perspective from being a ‘generalist’ store where jewellery was one of many product lines, alongside watches, luggage, giftware etc, to a boutique destination that was synonyms with romantic occasions and positioned them as jewellery specialists. A destination that offers the finest diamonds in the country in an environment befitting of the quality product.
Project Commissioner
Project Creator
Team
Rob Quick - Art Director
Bruce Paroissien - Copywriter
Karen Garvis - Account Director
Taz Pirbhai - Senior Account Manager
Matt Smith - Digital Director
Warwick Gavaghan - Digital Designer
Project Brief
To create a campaign idea like nothing seen in the market, not just launching a new concept but a full activation concentrating on Thomas being THE destination for engagement rings, their main product focus. Using this as the base, the secondary target market was highlighted as 'gift givers', customers that buy for others. By combining these two segments we highlighted a key milestone that traditionally revolves around jewellery.
Project Innovation/Need
Traffic devised the tagline 'Thomas, The Finest Diamonds in the Country', playing on the aspect 7 of the 8 Thomas stores were in regional locations, the other was in metro Melbourne.
Developing the idea further, Traffic conceived a marketing activation to 'Win The Finest Wedding in the Country', an opportunity for couples to be in with the chance of having their wedding paid for, up to the value of $50,000. Launching the new campaign with a competition had not been done before and proved extremely popular. It endorsed Thomas as being the preeminent store for engagement and weddings rings.
A custom website was designed & built by Traffic to capture entrants and served as the platform for sharing and voting - the couple with the highest number of votes wins.
Each entrant and voter was added to the Thomas database and subsequently sent eDMs with product offers.
Design Challenge
In order to bring the concept to reality Traffic needed to scout multiple locations to encapsulate the various landscapes of the country. Six different locations were ultimately sourced and six models were cast to represent 'Brides' from each region. Traffic coordinated the contract for a brand ambassador and signed Olivia Rogers - Miss Universe Australia, as the face of the campaign. Due to time and budget constraints, it was imperative to shoot all six locations in an efficient manner, while not negating on quality. Traffic enlisted the professional services of Mark Toia, one of Australia's leading Directors and Ben King, a renowned photographer. Together, with an extremely talented team of stylists, hair & makeup artists, Art Director, Production Manager and assistants, shooting over 2 days, Traffic produced a campaign short movie and a wealth of imagery to drive The Finest Wedding in The Country campaign.
User Experience
User engagement far surpassed expectation and targets. Prior to launch milestones and KPIs were set in order to measure: Number or entrants, Number of votes, Database growth and Sales. The results were more than double-
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 - Sales Promotion
This award celebrates creative and innovative experience design for sales promotions intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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