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Poh Heng targets the younger generation with ‘Freestyle’ collaboration

Poh Heng has launched a new collection titled, Poh Heng Freestyle, working with Havas Group Singapore for its campaign. The name of the collection looks to reflects the nature of the product, as the brand aims to provide affordable gold jewellery designed to appeal to the younger generation.

Poh Heng collaborated with a group of local dancers, challenged with hearing abilities called Redeafination for this campaign. The campaign aims to provide a bigger platform for the dancers to express themselves and also highlight the versatility of the collection that works for the modern, youthful woman.

Executed via print, digital and social, the campaign has released a film on YouTube.

The activation also includes Christmas video greetings in sign-language for people to share. The collection has been launched for consumers to coincide with the festive season and will continue till Chinese New Year. Valerie Madon, chairwoman of Havas Group Singapore and chief creative officer Southeast Asia said that there was a misconception that gold is too traditional or “dowdy” until Poh Heng presented this “every day” collection.

“We were excited when we saw the designs. Poh Heng has always been trusted to provide people with meaningful purchases that holds its value timelessly. Now, we get the privilege to extend their purpose into meaningful campaigns,” she added.

Last month, Poh Heng launched a campaign, also with Havas Group Singapore, following its recent appointment for creative, social and media duties. As part of Mickey’s 90th celebration, the jewellery brand introduced its Mickey-themed jewellery designs. The agency said in a statement to Marketing that the campaign is the beginning of a new journey for Poh Heng as it looks to contemporise the brand and make it relevant for the new generation.

As part of its 70th anniversary, jewellery brand Poh Heng also launched a photo exhibition called “A Journey of Trust”, which features images of local personalities and people with their loved ones. The exhibition runs across Orchard Road and boldly features images of two same-sex couples on an OOH billboard.

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