A reputable and well-established jewelry and fine watch emporium wanted to reach a new audience they were certain would love their business model. Simple really, bring your gold Rolex and trade it for a sporty Tag Heuer or a sophisticated Baume & Mercier. Likewise, trade your string of pearls or emerald encrusted brooch for a Tiffany & Co. diamond pendant.
MarCom Group was engaged to help introduce this concept to two distinct target audiences: the well-heeled socialites living in the “finer” neighborhoods and to the urban dwellers who usually sport an ostentatious, gold-colored style.
Our advertising campaigns reached both audiences with significantly different creative approaches. One high-minded and replete with visual and verbal double entendre. The second, playing on the desire of many to wear the blingiest bling possible. Each campaign was built as both print ads and highly visible out-of-home installations.
The Jewelry Exchange has prospered. MarCom counts these campaigns as some of our very best BLING!
