Robin Nayak, regional head of strategy at TBWASingapore said, “Despite the downturn, maybe even because of it, women are still seeking ways to feel special. By presenting Soo Kee as ‘the’ destination for sophisticated women who want to treat themselves, the campaign works hard not only in the immediate term, but, unlike many of its rivals, will ensure it retains this when the economy recovers”.
Featuring New York-based models and shot by Australian photographer Gerorges Antoni, the campaign is targeted at well-educated women who are savvy about jewellery and luxury brands.
Geraldine Loh, head of corporate branding for Soo Kee Jewellery said, “The campaign is designed to restate both the international standard and quality of Soo Kee and celebrate this new breed of contemporary Asian women”.
A company of Soo Kee Group, Soo Kee Jewellery is a contemporary jewellery chain store in Singapore and Malaysia.
