Saatchi LAB launches Citigems branding campaign

Singapore - Saatchi LAB, a business division of Saatchi & Saatchi focused on retail branding communications and government accounts, has launched a $1.5 million campaign for budget jeweller Citigems following its appointment to the business last September after a three-way agency pitch.

"The agency aptly captures the essence of gift-giving across a range of emotions," said Magdalene Eng, Branding Manager, Citigems. "From the print ad campaign to the television commercial, the message portrayed is that Citigems offers quality diamonds at the best value and is the one-stop jewellery store when it comes to buying gifts."

The television commercial features actresses Joanne Peh and Fiona Xie as the best of friends from college days; they share life's ups and downs until one of them gets married. At the wedding, they buy each other gifts that turn out to be the very same piece of Citigems jewellery. The TVC communicates the brand's positioning of gift giving in the budget jewellery segment via the tagline ‘gems of affection'.

Peh and Xie carry the brand's communication message through the line, including in tactical press ads as well as point of sale materials and online. Citigems is owned by Aspial Corporation and Belgian-based AMC Diamonds.