Sydney-based jeweller Musson wanted to publicise their acquisition of the largest Argyle gem-quality white diamond ever to come from the Argyle mine in Western Australia. It was subsequently set into The Argyle Octavia, a piece of jewellery that is of great historical significance for both Argyle and Musson.
Musson wanted to drive traffic in-store to view this historic piece and build their brand story around bespoke, unique, Australian-made jewellery.
Musson chose to invest part of their budget into Australia’s leading radio program, Ben Fordham Live on Sydney’s 2GB radio network, as well as complementing this spend with print media placements in the Australian Financial Review and Good Weekend.
The campaign featured high-rotation ads within Fordham’s weekday Breakfast show as well as his live reads at strategic drive-time moments.
Listeners booking appointments to visit The Argyle Octavia in-store, as well as increased foot traffic in the December period.