Phenix Jewellery is an Australian company that services the insurance industry by offering services for the validation and replacement of lost, stolen, or damaged jewelry.
While the company has mostly played a background role via insurance claims, it has now launched a new campaign via Engine Group called 'Finding the One' in an effort to gain loyalty and reach audiences outside of insurance channels. The new campaign repositions the brand as being a mediator that serves to connect people to the jewelry that means the most to them.
"It’s more than offering a range of beautiful jewellery or creating a clever line. It’s about gaining true loyalty for ongoing repeat purchase that can only come from an emotional connection built on trust," said Mark Smith, creative director of Engine Group.
Emotional Jewelry Campaigns
Phenix Jewellry Launches New 'Find the One' Campaign & Platform
Trend Themes
1. Emotional Connection in Jewelry - Jewelry companies can create emotional connections with customers to gain true loyalty and increase repeat purchases.
2. Repositioning of Services - Companies that offer services to other industries can reposition their brand to reach new audiences outside of their traditional channels.
3. Mediator Services - Brands can position themselves as mediators that connect customers with the products or services that mean the most to them to increase loyalty and trust.
Industry Implications
1. Jewelry - Jewelry companies can leverage emotional connections to increase customer loyalty and repeat purchases.
2. Insurance - Insurance companies can reposition their services as mediators that connect customers with the jewelry or other items that are meaningful to them.
3. Marketing and Advertising - Marketing and advertising agencies can help companies reposition their brands to reach new audiences and increase customer loyalty through emotional connections.