Jewelry Television offers the largest selection of fine jewelry and loose gemstones in the world. They have an estimated coverage area of over 65 million viewers in the USA, and their Gold Exchange Program gives a higher dollar amount than the top 6 national competitors.
What they didn't have was a clean, reputable-looking commercial for their relatively new gold exchange division. They also needed a spot for their monthly birthstone promotion that could be easily modified for each month's feature.
We started by drafting three concepts for each of the two projects. Once a direction was chosen, we finalized the copy and arranged professional music and voice talent. All of the videos were shot on a RED camera for incredible high-definition quality. Because of the tight deadline, shooting for both commercials took place in one day. From start to finish, we completed the connecting, shooting, editing and revisions within two weeks!
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 also been airing for multiple months with great success. Since these projects, TradeMark has also helped JTV with additional direct mail communications, in-house print materials and event promotions.