SASS GETS 2 WITH HPJ JEWELLERS

Brand communications agency, SASS has been appointed by nationwide high-street discount jewellery retailer, HPJ, to handle various marketing communications briefs across its Design, PR, Media and Digital Centres of Excellence.

The agency, whose retail clients have included Venture Portraits, Arighi Bianchi, David M Robinson, Jon Richard and Bents Garden and Home, has been brought on board to support key in-store initiatives, which include a national summer promotion and an exclusive product launch.

SASS’ first brief for the 80 strong jewellery network has been to bring to life HPJ’s summer promotion, with the key objectives of increasing sales and footfall via the mechanic of buying one pair of earrings to get another pair at a 30% discount.

SASS has devised two different ’Get 2’ campaigns, in line with a brief to test whether lifestyle imagery will work harder for the brand when compared with the jeweller’s regular approach of typographical-based communications. Following an audit of the HPJ store universe, a range of promotional materials has been created, and this is being further supported via banner communications on the HPJ website and email campaign to HPJ customers.

In addition to the design and digital components, SASS’ PR and Media team also devised a regional radio test promotion to run alongside the national campaign which was booked by agency partner MediaEdge CIA.

The two-week radio promotion in the Midlands with Galaxy 102.2 FM included a week long pre-promotion, a drive-time competition to win diamond earrings and an ‘on-the-street crew’ to hand out dual-branded leaflets to drive customers in to store to take advantage of the money-off offer.

Ian Waddington, SASS Client Services Director, comments: “Get 2 is a simple thought.  Our job was to come up with a concept to effectively execute and communicate the offer in a shopper-stopping way - both in window and in the store environment. The offer has been strongly complimented by test PR activity at regional, local and store level, and via website and email communications to customer base. 

“The work we have undertaken for HPJ demonstrates what SASS does best - a brand team approach across our six centres of excellence, channel-neutral and silo-free thinking, all of which contribute towards the results driven multi-discipline campaigns that deliver commercially.”

The integrated in-store promotion has been designed and created by SASS’ Design, PR and Digital centres of excellence of which there are six - Advertising, Digital, PR, Media, Design and Direct.

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