The Studio - London : Discipline - Consumer Communications : De Beers Trilogy Campaign

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De Beers Group

	CASE STUDY
	bright people The De Beers Group is the largest diamond producer in the world, and 40% of the world's diamonds are extracted from their mines in South Africa, Botswana, Namibia and Tanzania. De Beers' London-based diamond trading company sorts, values and sells around half the world's annual supply of rough diamonds - and DTC, its retail arm, asked The Studio to create a direct mail campaign to promote the sale of its Trilogy diamond collection to independent retailers.
	illuminating ideas The Studio worked with JWT, DTC's global advertising agency - and expanding on the creative theme of JWT's current campaign, The Studio devised a three-part mailer targeting affluent women. The campaign consisted of: A high-quality glossy leaflet containing vital product statistics An invitation to the couple to attend a 'Secret Rendezvous' event A folder containing Post-it notes that looked as if they were hand-written by the female partner. The notes were fun and teasing - with the aim of persuading the husband by buy his wife a piece of Trilogy jewellery The entire campaign was light-hearted and cheeky, yet clearly focused on driving traffic to the retailer and raising the brand profile of the Trilogy collection.
	brilliant results The campaign was expertly executed and the feedback received from customers and retailers was excellent. As a result of the campaign, there was a 200% uplift in sales compared to the same period in previous years.