HK retailer touts female jealousy in fall campaign

The push for its Just Gold line features a woman peering enviously at a mirror image of herself, reflecting the brand's long-running point of difference -- that it understands the female sex. "The quirky copy aims to cut through the clutter to achieve a higher level of engagement with the target -- primarily women who appreciate quality jewellery with great designs," said Ruby Lee, group account director of Leo Burnett Hong Kong, which handled the campaign. The copy reads: 'The ultimate in beauty is to be envious of yourself'.

Group brand manager William Hui said by tapping frank insights of female envy and women's desire to own one more piece of jewellery, the campaign would help the brand stand out from "the barrage of formulaic feel-good campaigns that form the bulk of jewellery advertisements".