As gifting season approaches, TSL has unveiled its latest branding initiative "Thank you for loving me" to add a layer of depth to the meaning of love - apart from giving, it's also about gratitude.
Developed by DDB Hong Kong and OMD Hong Kong, the campaign leads with two TV commercials featuring a couple saying thank you to each other for the love in twin episodes "Him" and "Her".
Complemented by digital, OOH and print, the campaign marks its second biggest initiative in many quiet years following “The artisan of love” brand push launched in 2012 for the Valentines Days.
The twin episodes will run on mainstream free-TV and pay-TV channels, HKTV, and in cinemas with an ambition to expand it on the mainland.
“Jewellery is emotional. This campaign is another effort to differentiate TSL with an idea of persistence of love, a value that is first born in our biggest brand campaign two years ago,” Anthony Jim, director of group marketing and international business at TSL Jewellery Group, told Marketing.
“This campaign sees a rise in our brand message from the persistence of love, to the appreciation of love.”
The celebration of love, like any dating or wedding anniversary, has often been brought into a routine where the truing meaning behind has always been forgotten, he said.
“Hence this campaign is a reminder for people to show more appreciation for love, and not to it for granted.”
Valiant Yip, business director at DDB Group Hong Kong, added:“The beauty of this campaign is it has allowed TSL to change people’s habits and encourages them to celebrate their anniversaries with great appreciation.
"The brand has taken ownership of a human, yet powerful idea. Saying ‘thank you for loving me’ is such a simple gesture, but over time, something so many of us find hard to do.”
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To help circulate love messages around, TSL has ramped up the campaign with a special product box which embedded with a mini-screen to carry video clips made by the customers.
More interestingly, the company has also rolled out an internal staff benefit scheme of what it calls “anniversary leave” to echo to its brand message. Once in a year, TSL staff can take a day off to celebrate any special occasions, which even includes the day they joined the company.
Client: Tse Sui Luen Jewellery (TSL)
Agency: DDB Group Hong Kong
Group Creative Director: Francis Chung
Associate Creative Director: Yung Chan
Senior Copywriter: Curry Mak
Copywriter: Cherry Wong
Art Director: Shadow Ng
Head of Broadcast: Annie Tong
Producer: Vincent Wong
Business Director: Valiant Yip
Associate Account Director: Audrey Lui
Account Manager: Fiona Mok
Associate Planning Director: Andreas Krasser