The campaign centres around the ‘Declare your love’ microsite, which encourages brand interaction through the question ‘how far would you go for love?’ The site features Chau’s song ‘Only love’, which was created for the campaign and available for download on the microsite.
The website, created by Agency.com, additionally offers e-cards that can be shared between users, and provides information on special-edition charity pieces linked to the campaign.
According to Vanessa Webb, Starcom’s regional account director for Cartier, the microsite “seamlessly integrates traditional media with multiple digital touchpoints” and was created to “elevate Cartier's annual ‘Loveday’ to new levels of consumer engagement and captivation in China".
This is the second year Cartier has launched a music-based campaign to promote its Love collection. In 2008, the brand enlisted 12 international musicians, including Hong Kong singer-songwriter Khalil Fong, to create original tracks to promote modern love.
In 2009, Chua will visit Chinese schools to promote music-enrichment programmes and present students with musical instruments.
Proceeds from the sales of the Love charity jewellery between 26 June and 25 July will be donated to the China Children and Teenagers’ Fund.