UAE Festive Campaign
Objective & Rationale:
- Over the last 3 years, marketing communications by the jewellers have gradually diverted towards diamonds or tactical promotions rewarding winning cars/ refrigerators etc tied to a certain value of purchase of gold & studded jewellery. WGC will refocus attention on the gold jewellery buying / gifting aspect during this festive season.
- Q4 of 2008 brings an opportunity of the ‘festivities – Eid, Diwali & Christmas’, serving as a platform for a unified ‘Gold Jewellery’ communication.
- Rejuvenate the identified occasions with relevance to ‘Gold Jewellery’.
- Establish ‘share of voice’ for Gold Jewellery vs ‘share of wallet’ categories (holidays, electronics, accessories, mobile phones etc.)
Arab Local
Execution:
This campaign will be released in two bursts – 1st burst in line with Dassera & Diwali and second burst in line with Eid & Christmas. Festive ads highlighted each festivity – Diwali, Eid & Christmas using models and gold jewellery that fits the respective profile.
Asian 1
Communication vehicles:
- Newspapers – Half Page & Qtr. Page ads in leading local dailies.
- Magazines – Full Page ads in widely reached weeklies and monthlies
- Outdoor – Mupies around Dubai (80 Faces for 2 weeks)
- PR – Press releases in local dailies, magazines and e-news.
Creative:
Gold is bright, shiny & yellow. If you ever line up various gift boxes, a gift box that contains gold jewellery stands out. When you wear the jewellery pieces they will shine and GLOW. The box will also partially shine as it contains the remaining of the glowing gold.
Gold Jewellery, the gift that glows & makes you glow with joy…
Asian 2
Trade feedback:
- The campaign is highly appreciated by the trade as it has given an umbrella support to their tactical initiatives
- As this campaign started few weeks before the retailers’ campaign, it stimulated a key retailer to diversify their festive campaign towards gold and their creative has been inspired by this campaign.
- This execution has created desire amongst customers for gold jewellery and they have been flocking to key jewellers stores to asking for the gold jewellery pieces showcased in the campaign.
Turkey
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Made in Turkey
The growth of the modern Turkish jewellery industry by Murat R. Akman, Country Manager, Turkey, World Gold Council
The Living Tradition of Anatolian Jewellery
This fascinating book published by leading Turkish jewellery manufacturer, Atasay, is essential reading for anyone wishing to learn about the journey of modern Turkish jewellery manufacturing
Made in Turkey
The growth of the modern Turkish jewellery industry by Murat R. Akman, Country Manager, Turkey, World Gold Council
The Living Tradition of Anatolian Jewellery
This fascinating book published by leading Turkish jewellery manufacturer, Atasay, is essential reading for anyone wishing to learn about the journey of modern Turkish jewellery manufacturing
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