HONG KONG: Jewellery retailer Just Gold is putting its dollars on
its diamond brand, with the launch of its first television campaign in
two years.
The Just Diamond campaign moves away from the platform that "diamonds
create envy" to one which plays on the idea that wearing the gem is one
of the privileges in life for a woman.
Leo Burnett Hong Kong, which took the US$2.5 million account off
Bates at mid-year, created the television and retail-only campaign,
which aired early October.
"The platform is still based on the confidence of woman today," said
Donald Chan, director of brand management at Burnett. "But we believe
the definition of confidence in a woman has evolved. It has moved from
the conventional one of doing a good job, living independently and
taking a leadership role to one where a woman is confident enough to
enjoy the natural privileges of being a woman, such as wearing
jewellery."
Three spots have been created: one shows a couple engaged in foreplay,
with the woman moving on top to better look at herself in the mirror
opposite.
The caption says: "Some things are unexplainable. Looking at yourself in
the mirror is a woman's privilege". In the second spot, a woman is about
to give birth but refuses to leave for the hospital until she has put on
make-up and diamond earings. The tagline ends with: "Making yourself
beautiful is a woman's privilege."
Despite the hit on luxury good purchases in the worsening slump, Janet
Shuen, Just Gold Company's chief marketing officer, said the retailer
went ahead with the campaign because it saw an opportunity to build
brand awareness when its competitors were discounting heavily. "The
whole retail sector is discounting, even on new arrivals. We felt it
would have been too damaging to the brand if all we did was to also
discount on prices," Shuen said.
Shuen said development of the seven-year-old diamond brand, which has
two independent shops compared with 14 for the Just Gold label had been
hindered by the previous economic slump in the late 90s. "With our
limited budget, it was a choice of promoting our gold or diamond brand.
We felt Just Diamond would benefit more from the brand campaign because
diamonds are still in a very early product cycle in Hong Kong. The
growth potential is stronger."
