Posh Jewels Promo, Case study POSH COSTUME JEWELLERY by McCann Manchester

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POSH COSTUME JEWELLERY

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Industry Jewelry
Media Promo & PR, Case study
Market United Kingdom
Agency McCann Manchester
Executive Creative Director Dave Price
Creative Director Neil Lancaster
Art Director Lianne Galazka
Copywriter Imogen Jones
Typographer Karen Matthews
Released December 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: POSH JEWELS
Product/Service: JEWELLERY
Agency: McCANN MANCHESTER
Date of First Appearance: Dec 10 2010
Entrant Company: McCANN MANCHESTER, UNITED KINGDOM
Art Director: Lianne Galazka (McCann Manchester)
Copywriter: Imogen Jones (McCann Manchester)
Executive Creative Director: Dave Price (McCann Manchester)
Creative Director: Neil Lancaster (McCann Manchester)
Typographer: Karen Matthews (McCann Manchester)
Media placement: Business Cards - Stationery - 10th December 2010

Insights, Strategy & the Idea
Posh Jewels sell low cost jewellery in Cheshire. The objective was to raise awareness of their brand and drive traffic to their website www.poshjewelsltd.co.uk by creating a business card that the recipient could keep it in his or her wallet or purse. The target audience was predominantly women aged 25+ with a secondary audience of men buying jewellery for their partners. Posh Jewels is based in leafy Alderley Edge in Cheshire (home to the majority of Manchester based footballers and their wives). The target audience has a tendency to be fairly materialistic and very much into their appearance and how others perceive them. This allowed us to have a bit of fun with the brand and play up to that. The idea also lends itself beautifully to the brand Posh Jewels as it does exactly what the product they sell does for the consumer.

Creative Execution
We created a set of business cards that do exactly what Posh Jewels costume jewellery does for the wearer. That is, it makes the card owner look posher than they really are. Once the business card is placed into the wallet/purse, only the top strip is visible. This creates the impression that the card bearer is a member of the most elite clubs or the most reputable bank.

Results and Effectiveness
The client reports that the cards have been hugely popular, with people wanting to collect the whole set to fill their wallets. The target audience appreciated the tongue-in-cheek nature of the cards and as a result warmed to the brand. 5,000 cards were given out over a 2 month period and figures show that traffic to their website has been up by 40%, and sales have subsequently been up by 18%.