The Challenge
Jewelry Television, offers the largest selection of fine jewelry and loose gemstones in the world. It has an estimated coverage area of over 65 million viewers in the USA. They have a Gold Exchange Program that gives a higher dollar amount than the top 6 national competitors. Jewelry Television needed an updated look for this program :60 second and :30 second commercial. At the same time, JTV needed to launch a Monthly Birthstone Promotion commercial that could be easily modified based on the new Birthstone on a fairly tight deadline. We worked with Randy Sadler at JTV to finalize concepts and create a winning approach to their concept.
The Solution
The Solution: TradeMark created three draft concepts for each project and finalized the chosen draft into finalized copy with professional music and voice talent. We completed all video shooting on a RED camera for film-like quality in one day for all videos in order to maximize cost savings. TradeMark also completed the videos, editing and revisions within two weeks.
The Results
The Results: The Gold Exchange Video generated an immediate increase of 20% in the first month of launch. Since then, we have created multiple versions based on the same footage to keep the commercial fresh. The Birthstone celebration video has been airing for multiple months now with great success. Since these successes, TradeMark has also helped JTV with multiple Direct Mail communications, in-house print materials and event promotions.