Thomas Campaigns
Giving an old retail name new meaning
Background
Thomas Jewellers is an Australian family-owned business that has been in existence since the late 1800’s and passed through four generations of the Thomas family. Over many decades, Thomas Jewellers have built long-standing relationships with their customers; however, in recent times, new competitors have entered the market armed with aggressive marketing and pricing strategies in an effort to steal customers.
Strategy
To protect their market share and avoid entering price wars and thus diluting the strength of their brand, Thomas Jewellers required a fresh approach to branding and communication. It was essential to reinforce the brand positioning and key benefits that Thomas Jewellers provide, whilst also generating foot-traffic and sales with a compelling retail offer. The advantage of having a brand name that has survived and thrived for 125 years provided the catalyst for the new campaign direction.
Solution
To maximise the levels of brand recognition in the campaign, the creative solution was to use the name ‘Thomas’ as a person, not a store. This opened up a range of creative opportunities for numerous situations across all of the key sales events in the Thomas marketing calendar, from TV commercials through to digital, social, POS, radio, catalogue, billboards and more.
