Musson Jewellers' advertising success story, driven through print and radio

Print Radio

December 1, 2020

Musson Jewellers

Campaign Overview:

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.

Campaign Outcome:

Listeners booking appointments to visit The Argyle Octavia in-store, as well as increased foot traffic in the December period.

Visit Client Website

Agency or Direct

Direct
Client

Musson Jewellers
Date of Activity

December 2020
Media Formats

Radio and Print - 2GB, The AFR, Good Weekend
Budget

$40,000
Category

Jewellery

Campaign Creative

Print

Full page ad creative running across The Australian Financial Review and Good Weekend publications.

Radio

30 second voiced commercial and Ben Fordham ad read broadcast across 2GB radio.

Hear what the Client had to Say

“We could not be happier with the Nine Plus team and how they supported us both in the creation and execution of the campaign. We find Ben Fordham to be engaging in his presentation of our live reads, which encourages listeners to take action. Our pre-recorded ads were smooth and enticing, and recall from consumers was immediate, letting our staff know exactly how they heard about us and why they decided to come into our boutique.

“The radio ads coupled with the stunning impact of a full page ad with a single piece of jewellery is an important pillar of our media strategy moving forward.”

Olivar Musson
Musson Jewellers

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