To overcome the reputation as a gold jewellery provider, Chow Sang Sang has put its premium collection "Infini Love Diamond" in the forefront of brand communications.
Developed by creative partner The Right Side and Mindshare, the campaign spans television, online video, print, outdoor, events and a big SEO program.
"Women in Hong Kong used to purchase jewellery for special occasions like wedding, or festivals like Christmas; but the trend is changing," Cecilia Yim, marketing director at Chow Sang Sang, told Marketing.
"They've now acquired more knowledge about diamond and they want to wear it in a more casual way to any occasion."
As female jewellery self-purchases grows, the Hong Kong-based jeweller has launched a sub-collection named “Iconic” under the “Infini Love Diamond” collection, which sells its ideal diamond cut, with more casual looks to cater to younger crowds.
To tout the new line, Chow Sang Sang has worked with brand agency Landor earlier this year for a re-branding exercise, which has given birth to a new focus on three pillars – knowledge, precision and passion.
"Passion is an important element in our new communications as diamond has emotional values. So in this campaign, we hope to illustrate the emotional passion towards diamonds from consumer, and quality passion from us."
In the spot, three scenes featuring three different occasions were meant to represent three types of product positioning - bridal, self-purchase and supreme, she added.
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An experiential exhibition has also held at IFC, allowing visitors to experience the diamond cutting process as well as showcasing diamond craftsmanship.
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Client: Chow Sang Sang Jewellery
Creative agency: The Right Side
ECD: Miranda Shing
Creative team: Tommy Cheung, Yammi Yeung, Chung Tsz Shun
Account servicing: Alice Lee
TVC director: Lee Chun Chung
Brand agnecy: Landor