The Business Problem
Kay Jewelers is outdated and having trouble connecting with younger buyers
The Ask
Reposition Kay to better align with younger buyers without abandoning tradition
THE CREATIVE BRIEF
The Cultural Context
Something isn’t adding up!
BUT WAIT
Younger buyers are:
1. FEELING DISILLUSIONED
2. HAVING “COUNTDOWN ANXIETY”
3. TRYING TO SEIZE EACH MOMENT
And yet we tell them to wait for special occasions to celebrate life?
The Big Insight
Waiting for certain occasions to celebrate life is believing that other moments aren't worthy of celebration
and that’s not right. Like Stoic philosopher Seneca says,
“While we wait for life, life passes.”
So if we don’t want life to pass us by, we’ll have to start celebrating moments that may typically feel like nothing
Nothing at all.
The Audience
The Time Wranglers
Time doesn’t pass them by, it’s too scared to cross them.
They text their friends about the nitty gritty, ins and outs of their day, call their moms just to tell them they love them, and appreciate each & every second.
They take pictures of everything because they don’t want to forget anything. They knew that moment was perfect …even if it was just eating McDonald’s in the car. It must be marked.
A rise in “photo dumps” & posting photos about nothing
Time Wranglers are marking moments by posting pictures that are traditionally unremarkable but certainly special to them. There is fatigue in waiting for occasions to mark the moments in their life.
A rise in “non-occasions”
Time Wranglers are looking for reasons to celebrate what life has to offer, even if it’s inventing an occasion in order to do so.
The Advantage
If jewelry helps us celebrate life and we don’t want life to pass us by, then what are we waiting for?
With Kay, we can have that jewelry today
so we can celebrate nothing, right now.
The Big Idea
because nothing
is still something really special
THE THOUGHT STARTERS
WHAT DOES CELEBRATING NOTHING LOOK LIKE TO YOU?
A moment to be marked
A moment to be grounded in what position we are in and what it means to us
1
A moment of gratitude for where and who and how we are this very second
2
WHAT IS THE NON-OCCASION?
Do we always need an occasion in order to celebrate?
WHAT ABOUT THE NOTHING FINGERS?
3
THE COMMS STRATEGY
