Advertising
For thousands of years, gold has possessed a reputation not only as a beautiful and elegant adornment but as the only trusted and dependably valuable asset on Earth. Particularly for Chinese consumers, gold speaks volumes. This year’s objective is to identify the specific meaning that gold can convey during special moments and occasions .To do that, we need to identify a territory which stems from a consumer insight and is married to the truth of gold. This way, we can truly set ourselves apart from the competition by identifying a particular occasion within the journey through life and love.
In talking to our consumers, we realized a fundamental truth about how gold is being used and interpreted between men and women. Whilst gold owns the tradition of weddings in China, present at the very centre of the formal ceremony, earlier on in a relationship a gift of gold communicates love in a different, more spontaneous way. Here gold testifies to the strength and depth of feeling that a couple have for each other; gold suggests that this relationship is important, valued, full of possibility. In other words, gold signifies that this is “for real.”
In collaboration with our advertising partner, BBH, we created two new print executions which we call ‘Sign of Love’ and ‘Code of Love’. These ideas reveal that for many Chinese, a gift of gold jewellery represents the first important milestone in a long term love relationship. While diamonds may claim eternity and platinum concentrates on the wedding band, here gold, as the first meaningful gift of jewellery between a young man and a woman signifies a beginning, the point at which both recognize that they have something special between them, something as precious and valuable as gold itself. See more...
