The campaign, created by M&C Saatchi Spencer, is still under the long-lasting theme - Time is Love. Solvil et Titus rolled out a series of commercial videos, which feature a pair of loving couple and describe how they keep a love promise in three stages of life - youth, marriage and eternity. The three videos share the same theme song, a rendition by a choir of the sentimental piece “你的名字 我的姓氏”, which is originally written by Lee Shih Shiong and sung by Jacky Cheung.
The watch presented in the films is from Solvil et Titus latest “Ring & Knot” collection, which celebrates time as a token of love. The rose gold watch strap and buckle feature an oriental love knot design. While the distinctive diamond pattern dial accentuates the love of eternity, the “Ring & Knot” wording engraved on the caseback symbolises a promise of forever.
City Chain / Solvil et Titus and Mindshare, the media agency, deployed a extensive media strategy for the campaign. Based on the insight that the consumers nowadays are social networking when they are watching TV, they run the TVC simultaneously on TVB Jade / J2 and Facebook at 21:15 on 4 December to kick off the campaign, aiming to maximise the awareness of this new commercial series and create talking points in the market. Meanwhile, two 60-sec versions (marriage version, eternity version) were launched back-to-back on TV.
The campaign has launched on digital, social and cinema today. One more version (youth version) will be launched soon.
Client: City Chain Company Limited
Creative Agency: M&C Saatchi Spencer
Media Agency: Mindshare HK
Production House: HelloNick