- Background
- Objectives
- Campaign
- Results
TV advertising and email flyer
Rex Johnson & Sons is a family-owned jewellery business established in Birmingham 35 years ago, with shops located in Birmingham and Dudley.
The company is renowned for its integrity and for its collection of fine examples of royal jewellery and items of historical interest.
Due to the recent difficult economic climate, the shops have been experiencing a ‘gold rush’ and have been offering customers an opportunity to exchange their unwanted silver and gold for cash.
- Increase awareness of the company’s ‘gold rush’ opportunity
- Reach out to a larger audience
- Raise its profile even further
The TV campaign aired between 18th and 28th June and featured 31 spots in this period, more than half of which were peak spots (52%). (Source: BARB)
"It met all my expectations and more. Without a doubt, television advertising is the best way of getting your name in front of the public – it lifts your profile considerably and puts you on a different level to your competitors. I believe the public sees you in a different light and has more confidence in the product/brand. Without question there was an increase in footfall at both our shops – not only during the advertising campaign, but for at least two to three weeks afterwards. I would suggest it was an increase of about 20%. We also had good feedback from customers who had seen the advert. I would definitely consider TV advertising in the future, as I believe the public remember you better and the perception is much higher."
David Johnson, Managing Director, Rex Johnson & Sons
Before the TV campaign was aired, ITV produced an email flyer to spread the word.
It was the busiest Rex Johnson & Sons had been since the 1980s, with queues outside the shop for weeks. Customers were coming to cash in on the gold/silver run and bringing in old bracelets and necklaces they were no longer wearing.