Posh Jewels: POSH COSTUME JEWELLERY

Credits & Description:

Category: Best Use of Ambient Media: Small Scale

Advertiser: POSH JEWELS

Product/Service: JEWELLERY

Agency: McCANN MANCHESTER

Date of First Appearance: Dec 10 2010

Entrant Company: McCANN MANCHESTER, UNITED KINGDOM

Art Director: Lianne Galazka (McCann Manchester)

Copywriter: Imogen Jones (McCann Manchester)

Executive Creative Director: Dave Price (McCann Manchester)

Creative Director: Neil Lancaster (McCann Manchester)

Typographer: Karen Matthews (McCann Manchester)

Media placement: Business Cards - Stationery - 10th December 2010



Insights, Strategy & the Idea

Posh Jewels sell low cost jewellery in Cheshire. The objective was to raise awareness of their brand and drive traffic to their website www.poshjewelsltd.co.uk by creating a business card that the recipient could keep it in his or her wallet or purse. The target audience was predominantly women aged 25+ with a secondary audience of men buying jewellery for their partners. Posh Jewels is based in leafy Alderley Edge in Cheshire (home to the majority of Manchester based footballers and their wives). The target audience has a tendency to be fairly materialistic and very much into their appearance and how others perceive them. This allowed us to have a bit of fun with the brand and play up to that. The idea also lends itself beautifully to the brand Posh Jewels as it does exactly what the product they sell does for the consumer.



Creative Execution

We created a set of business cards that do exactly what Posh Jewels costume jewellery does for the wearer. That is, it makes the card owner look posher than they really are. Once the business card is placed into the wallet/purse, only the top strip is visible. This creates the impression that the card bearer is a member of the most elite clubs or the most reputable bank.



Results and Effectiveness

The client reports that the cards have been hugely popular, with people wanting to collect the whole set to fill their wallets. The target audience appreciated the tongue-in-cheek nature of the cards and as a result warmed to the brand. 5,000 cards were given out over a 2 month period and figures show that traffic to their website has been up by 40%, and sales have subsequently been up by 18%.