Charm Diamond Centres has launched a new television and radio campaign that emphasizes the retailerâ€™s passion for jewellery.
The campaign, developed by Halifax agency Trampoline Branding, began earlier this month and is aimed at holiday season shoppers. The television and radio spots also introduce Charmâ€™s new â€śPassion,â€ť concept, which emerged from a brand positioning exercise conducted by Charm and Trampoline during the past few months.
The television spot features footage of a couple interspersed with product shots, with the story of the coupleâ€™s relationship built around descriptions of how Charm displays its passion for its work. The spot ends with a presentation of a gift from the man to the woman, with a narrator voicing the words, â€śYour passion is our passion. This Christmas and always.â€ť
â€śWe knew that it was going to be a retail spot in that it was going to feature products and price points,â€ť said Brad Dykema, creative director at Trampoline. â€śOur goal was to build a story around the product that would show the customerâ€™s passion together with Charmâ€™s.â€ť
Dykema said the television portion of the campaign is airing in the Atlantic region, while the radio creative is running nationally.
Charm is supporting the campaign with some flyer and out-of-home creative, which Dykema said was developed in-house by the retailer.