HK jeweller puts cash on diamond TV spots

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."

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