THE GOLD MIRROR by BBH Shanghai for World Gold Council

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THE GOLD MIRROR

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Industry Jewelry, Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market China
Agency BBH Shanghai
Executive Creative Director Johnny Tan
Creative Director Daniel Lim
Art Director Shu Teoh, Nelson Ng Of Touches
Released June 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: WORLD GOLD COUNCIL
Product/Service: JEWELLERY
Agency: BBH CHINA
Date of First Appearance: Jun 8 2010
Entrant Company: BBH CHINA, Shanghai, CHINA
Entry URL: http://www.grazeourfield.com/bbhcn/Award/Cannes/Kgold.html
Executive Creative Director: Johnny Tan (BBH China)
Creative Director: Daniel Lim (BBH China)
Art Director: Shu Teoh (BBH China)
Art Director: Nelson Ng (BBH China)
Senior Copywriter: Ken Lu (BBH China)
Business Director: Joanne Liu (BBH China)
Associate Account Director: Joyce Hong (BBH China)
Account Executive: Natalie Ann (BBH China)
Media placement: Mini Site With AR Mirror - Online - June 8, 2010

Insights, Strategy & the Idea
Gold jewellery in China is pre-conceived to have bulky, old fashioned designs catering to more mature Chinese. To increase gold consumption, the World Gold Council came out with trendy, 18k gold jewellery called K- GOLD. But it’s sold in posh jewellery stores, where younger fashionistas are intimidated to go in, much less try anything on. The challenge was to introduce K- GOLD designs to young Chinese ladies.

Idea: Let fashionistas try gold jewellery at home.

Creative Execution
K- GOLD created a fresh way to do product sampling, allowing women to try on the latest K- GOLD jewellery designs at home. K- GOLD created a minisite with an Augmented Reality Mirror, where ladies are encouraged to virtually try on different K- GOLD designs with different looks. So they know exactly which jewellery fits them best.
This fresh use of digital media pushed purchase intent earlier; and engaged jewellery buyers in a new way.

Results and Effectiveness
-Over 8,000 pieces of K-GOLD designs featured in the online campaign were sold during the 3 month campaign period.
-Total K- GOLD market increased by 10% in 2010.
-Preference for gold jewellery rose 34% at the expense of Platinum and Diamond in 2010.