MindShare's Maximize handled the business from May 2001 to August 2003 when the jewellery brand shifted its media account to Zenith as part an alignment with creative agency Bates.
According to Winnie Juang, general manager at Maximize Communication Taiwan, the agency was handed the business without a pitch. "(Just Gold) called us to handle the year-end promotion, which is the most important campaign during the year because of Chinese New Year," said Juang. "This is the peak season for gold; there is a lot of investment in special promotions by jewellery companies."
Just Gold's promotion invited consumers to bring in their "old gold" jewellery in exchange for new products.
"The 'Old Gold change for New Gold' promotion is interesting because it lets consumers get new (designs) or exchange those for diamonds. The promotion began with a diamond exchange, but the big thing here is gold."
The television-led campaign will air for two months.
"Just Gold and other competitors have been very active in educating consumers about gold. While before it was seen as just an investment vehicle, today it is viewed as trendy."
The creative brief remains with Bates.