Baker Brothers Diamonds in Bedford has won the Most Eye-Catching Campaign category in the national Billboards Awards.
The independent jeweller, anchored by Rolex, developed a Christmas outdoor marketing campaign based around illustrated characters looking ahead to celebrating special occasions.
The campaign was created with the help of marketing and PR agency Rocket Creative.
“We are delighted to be announced as winners of the most eye-catching campaign in the Billboard Awards 2020. We hadn’t realised we were contenders and had been nominated in the national competition until our customers said they had been voting for us. It was nice to win as we really liked our campaign and it is wonderful to see that so many other people did as well,” says Baker Brothers Director Lizzie McAuley.
“We have had a lot of positive feedback for the billboard campaign, which visually was something very different to what we have done in the past. The campaign was something new and fun, incorporating bright colours, an approach that was very different from the traditional advertising usually seen in the jewellery sector,” she adds.
The campaign appears to have appealed particularly to a younger demographic, Ms McAuley suggests.
“We wanted to move away from the traditional lifestyle shots typically seen in campaigns and create something a bit more appealing to a younger audience, while not taking anything away from our older generation of customers. It was a leap of faith, however it paid off and we plan to continue using the characters throughout 2021,” she describes.