Spearheaded by a TVC, the campaign -- launched this month -- also includes print executions in newspapers, consumer and trade magazines.
The print work revolves around the notion that despite the common 'sisterhood' between urban, contemporary and fashionable Chinese women, there is also a subtle competitiveness when it comes to fashion. And while the campaign is aimed squarely at raising awareness of the brand, its positioning also looks to create an affiliation with four key qualities reflected by young women: contemporary, fashionable, versatile, and confident.
The print work revolves around the notion that despite the common 'sisterhood' between urban, contemporary and fashionable Chinese women, there is also a subtle competitiveness when it comes to fashion. And while the campaign is aimed squarely at raising awareness of the brand, its positioning also looks to create an affiliation with four key qualities reflected by young women: contemporary, fashionable, versatile, and confident.
"(It is about) leveraging these positive qualities to provide women with an emotional platform to express her individuality and emotions," said BBH Shanghai managing director Christine Ng. The print executions were shot and produced by renowned Southeast Asia fashion photographer Geoff Ang, whose portfolio of previous work includes high-profile clients like Levi's.
WGC Far East MD Albert Cheng said part of the campaign's strength lay in its ability to appeal to that growing sense of confidence among the target demographic. "The jewellery is highly fashionable and versatile, evoking confidence among wearers of K-gold," said Cheng. "Modern and young women these days know what they want and aren't afraid to seek it out."
But the category is becoming increasingly competitive in China, according to Ng. "There are many competitors and they include basically any form of accessory or jewellery that a woman wears, from diamonds to platinum and other luxury items," she said.
An increase in consumerism throughout much of China, coupled with higher purchasing power of China's younger generation, has led to consistently rising demand for gold products. WGC figures show that gold demand soared 30.8 per cent to 51.5 tonnes during the second quarter of 2004, of which 50 tonnes was specifically destined to become jewellery. China's gold output has also experienced consistent growth of around six per cent annually, earning it the position as the world's fourth-ranked player both for production and demand. "The potential for K-gold is immense and we're confident BBH's strategic approach and fresh creativity will deliver something truly innovative for K-gold," said Cheng.
BBH won the account in a competitive pitch, after the WGC decided to shift its business from the incumbent agency, Bates Beijing.