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CASE STUDY: ITV and Rex Johnson & Sons Jewellers

Provided by ITV
Rex Johnson & Sons Jewellers used ITV local to launch their first ever TV campaign, successfully raising their brand profile.

What was the Challenge / Background of the Campaign?

Rex Johnson & Sons is a family-owned jewellery business established in Birmingham 35 years ago. The company is renowned for its integrity and collecting royal jewellery and items of historical interest. These have included pieces from the Duchess of Windsor sale in Geneva, Jackie Kennedy's estate and Princess Margaret's jewellery. However, the talking point in recent months has been a 'gold rush' the shops have been experiencing. In a difficult economic climate, the jewellers have been offering customers an opportunity to exchange their unwanted silver and gold for cash.

What was the Campaign Objective?

Campaign objectives were to reach a larger audience and to lift the Rex Johnson & Sons brand profile even further.

What was the Solution?

Previous marketing activity in '07 had targeted potential customers through local press. In '08, Rex Johnson & Sons decided to test tv in the Central West region, enabling them to reach out to a larger audience and lift their profile. ITV produced an emailable flyer enabling them to spread the word about their debut TV campaign before the campaign was even aired.

What were the Results?

While using newspaper campaigns they were spending £10,000 a day buying back jewellery. However, during the campaign on ITV1 they were spending up to £20,000. Customers were flooding in and even queuing outside the door. Rex Johnson & Sons has already booked a further three campaigns on the back of the success of its last one. The campaigns will be broadcast in September, October and December. For these campaigns the Birmingham-based jewellers has even enlisted the help of a celebrity antique dealer, David Dickinson.

What were the Key Learnings of this Campaign?

"It met all my expectations and more. Without doubt, television advertising is the best way of getting your name in front of the public, it lifts your profile and puts you on a different level to your competitors. Without question there was an increase in footfall at both our shops, not only during the advertising campaign, but at least two to three weeks afterwards. I would suggest it was an increase of 20%. I would definitely consider TV advertising in the future, as the public remember you better and the perception is much higher." David Johnson, Managing Director.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsCustomers were flooding in and even queuing outside the door
25 - 34
35 - 44
Female
Male
ABC1
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
MidlandsAll YearBUILD AWARENESS
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