Embed Size (px)
DESCRIPTION
Branding opportunities with the Financial Times.
Citation preview
Tiffany'&'Co.'Case%Study%
''Tiffany'&'Co.'Campaign%Details%Market: London, U.K.
Objective: Tiffany & Co. wanted to create awareness and drive traffic to their new store opening
in Canary Wharf. They wanted to do this in a fun way while reinforcing brand loyalty.
Opportunity: To celebrate and promote the opening of Tiffany’s new store in Canary Wharf, the Financial Times set up Tiffany branded coffee stands, in both main malls at Canary Wharf, giving away free coffee served in branded Tiffany cups along with free copies of that morning’s Financial Times. The FT was cleverly wrapped to look like Tiffany’s signature blue box with white bow. Copies of the FT were displayed in freestanding racks, which were strategically located throughout the shopping center.
Results: Crowds lined up to get their free coffee and newspaper in the morning and throughout the day. People did not seem to mind waiting on line as it gave them a chance to catch up on the news while they read the Financial Times.
As a result, Tiffany performed strongly in 2010 with Europe posting excellent results in the fourth quarter. Company store sales increased 16%, which was on top of a 14% increase from the year before. This was a result from strong growth in the U.K. where sales were consistently strong throughout the fourth quarter.
