Slated for a May launch, the campaign will be handled by Leo Burnett, which outgunned Ogilvy & Mather in a competitive pitch. The win sees Burnett extend its Hong Kong assignment to China and Taiwan, where it succeeds incumbent Bates.
The campaign will revolve around TV and print advertising in the three markets, supported by PR and in-store promotions. The creative positioning, according to Burnett Hong Kong MD Sylvia Lee, aims to embrace the universal focus of women's relentless pursuit of beauty, an approach she believes can transcend the differences inherent in the three markets.
"The markets are still very different, but they do share similarities," said Lee. "The most important thing was to find the common insight, which relates to women."
"What (JGJD) is trying to do is make more of a change in how women see gold and diamond jewelry," said Lee. "In China, however, gold is still seen as traditional and diamonds are seen as more prestigious - it's a matter of how we can open up the market."
Accordingly, print ads sport the tagline, 'The religion of beauty', and, said Lee, will attempt to tap the current aspirations of the region's affluent female consumers.
"It encapsulates the idea that, universally, beauty is the one thing that women admit that they worship, to the extent that it is almost like a religion," said Lee.