Sep 9, 2005

HK retailer touts female jealousy in fall campaign

Jewellery retailer Just Gold Just Diamond has taken a thematic approach in a print campaign to launch its fall/winter art deco and Greek-inspired gold collection in the Greater China markets.

HK retailer touts female jealousy in fall campaign
The push for its Just Gold line features a woman peering enviously at a mirror image of herself, reflecting the brand's long-running point of difference -- that it understands the female sex. "The quirky copy aims to cut through the clutter to achieve a higher level of engagement with the target -- primarily women who appreciate quality jewellery with great designs," said Ruby Lee, group account director of Leo Burnett Hong Kong, which handled the campaign. The copy reads: 'The ultimate in beauty is to be envious of yourself'.

Group brand manager William Hui said by tapping frank insights of female envy and women's desire to own one more piece of jewellery, the campaign would help the brand stand out from "the barrage of formulaic feel-good campaigns that form the bulk of jewellery advertisements".
Source:
Campaign Asia
Tags

Related Articles

Just Published

7 hours ago

Polestar takes (subtle) aim at Tesla as EV wars heat up

The new OOH campaign from Forsman & Bodenfors is promoting big rebates for Tesla owners.

14 hours ago

WPP reports 2.7% revenue decline in Q1 2025

China continues to slip, recorded the steepest revenue dip among the agencies top five markets.

15 hours ago

Reaping Jumbo profits: How brands see a niche in ...

How did an animated film about an orphan’s journey to find courage become Southeast Asia’s highest-grossing animation? Smart product placement and brand collaborations played a key role.

15 hours ago

How ASICS India is turning footprints into funnel ...

From gait scans to geo-targeted ads, the sporting goods group laces together tech, retail, and events to chase India’s growing base of runners.