Leagas, Blue Nile Go Direct Route

A humorous booklet advising men on common tasks such as carving a turkey is the latest component in Leagas Delaney’s branding push for Blue Nile.
The 40-page guidebook is being mailed to millions of men in select markets and to past customers of the client’s diamond and fine jewelry e-commerce site, said agency officials. The piece supplements an estimated $15-20 million ad push that broke in December. It is another sign that dot.coms are turning to direct mail rather than relying solely on broadcast, outdoor and online ads. However, such projects can be time-consuming–this one was in the works for about six months–compared to dot.com ad campaigns, which typically take 30-90 days to develop.
The San Francisco shop first broached the idea of a friendly reference guide to diamonds and jewelry when it pitched the account last summer, said Greg Montana, agency director of business development. Then came the notion of expanding the advice to other areas. The copy reflects the youthful, candid and unpretentious tone of the client’s brand, said creative director Harry Cocciolo, who wrote the booklet with copywriter Tom Coates.
“The Blue Nile Reader is a critical component of our integrated marketing effort,” said Cathy Halligan, company vp of direct marketing.
Blue Nile will follow the booklet with Mother’s Day-themed TV and online ads later this month. K