Wongs independent family jewellers in Liverpool had a very distinctive offering. But not a very distinctive identity in the way it marketed itself. The Wongs store actually has an in house workshop, run by Brian Wong with his 50 years experience of fine jewellery-making, where customers can actually see the most beautiful jewellery being made. Far from reflecting this uniqueness, the store’s marketing had largely been industry-generic.
The solution became obvious very quickly: to bring to life the in house experience and expertise that was unique to the brand. No other High Street jeweller could offer so clear a demonstration of its skills and we wanted to ensure that consumers were made aware of this uniqueness. What Wongs also had was a strapline: ‘The essence of jewellery, which, though never fully exploited through the marketing, appeared to offer the opportunity to express the brand’s USP: in other words, Wongs’s 50 years of in house experience with fine jewellery-making IS the very essence of jewellery.
Executionally, we took this insight one step further, encapsulatng this ‘essence’ in one word: ‘Love’. In other words this ‘essence of jewellery lay within the four walls of the store’s workshop and in its love and passion for the jewellery it was creating and sourcing from elsewhere. We then added a further layer to the communication since jewellery, in itself, is, for the giver and receiver, all about love. So the campaign’s theme came to revolve around ‘love’ and the love the store puts into its work being matched only by the love that its customers take out.
It is early days for our campaign currently appearing across the city in outdoor advertising and press and instore point of sale but the initial signs are very good with a ramping up of media coverage and increased footfall. Suffice to say, both client and customers appear to love it. And, to tell you the truth, we do too!