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One of Thomas Sabo's new TV ads features brand ambassador Georgia May Jagger showcasing the brand's jewellery
One of Thomas Sabo's new TV ads features brand ambassador Georgia May Jagger showcasing the brand's jewellery

Thomas Sabo creates Xmas buzz with debut TV ad

Jewellery brand Thomas Sabo has launched its first international television campaign ahead of the Christmas trading period in a bid to drive more customers into retail stores.

The inaugural television campaign officially kicked off on Thursday 30 October and broadcast in Australia and New Zealand. It involves two advertisements featuring the brand’s autumn/winter collection.

Thomas Sabo, brand founder
Thomas Sabo, brand founder

One of the ads includes Thomas Sabo brand ambassador and international model Georgia May Jagger showcasing the Glam & Soul and Karma Beads collections, while the second focuses on the brand’s Charm Club collection and its Christmas gift-with-purchase offer.

Commenting on the motivation behind the introduction of the new marketing method, company founder Thomas Sabo explained, “With the TV campaign, we will be further expanding our premium position within the affordable luxury segment. The inspiring commercials will make the diversity of our jewellery collections tangible for customers in their own homes.”

In Australia, the campaign will air on two main TV networks – in both metro and regional areas – as well as on pay TV and online “catch-up” TV. It will be shown on one TV network in New Zealand. The campaign will also be broadcast in the UK, Austria, Germany, Switzerland, Sweden and Canada.

Phil Edwards, managing director of Duraflex Group Australia, the local distributor for Thomas Sabo, told Jeweller that the campaign would target prime time viewers and focus on the first two weeks of November and the first two weeks of December.

Phil Edwards, Duraflex Group Australia managing director
Phil Edwards, Duraflex Group Australia managing director

Phil Edwards, managing director of Duraflex Group Australia, the local distributor for Thomas Sabo, told Jeweller that the campaign would target prime time viewers and focus on the first two weeks of November and the first two weeks of December.

He explained that this timing was designed to coincide with the busy Christmas period, aiming to increase brand awareness and drive customers in store.

“The response from retail partners has been immediate,” Edwards added. “They are delighted by the stunning creative and strong call to action, and are equally excited about the campaign to drive customers into their stores during the Christmas shopping period.”

Edwards said the role that TV would play in Thomas Sabo’s 2015 marketing strategy would depend on the success of the current campaign. He did believe, however, that TV held value as an advertising medium.

“It’s imperative to have the right marketing mix,” Edwards stated. “TV is a strong performing medium in both Australia and New Zealand, connecting viewers with brands.”

Advertising success with TV
One jewellery company that can attest to the success of adopting TV as a marketing method is Pandora, which has incorporated TVCs in its advertising strategy for a number of years.

Glenda Wolman, Pandora Australia vice president of marketing, explained, “The Pandora TV campaign has been extremely powerful in engaging our core target market. It continues to deliver on driving brand awareness and consumer traffic into stores at an important retailing period.”

Pandora’s current TVC features a range of jewellery from its core collection and from the Christmas Starry Night collection launched on 30 October.

It was launched globally on Monday 10 November and will be aired on national TV and in cinemas across Australia and New Zealand in the lead up to Christmas.
 

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More reading
Thomas Sabo unveils new collection
Thomas Sabo reveals jewellery ambassador




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