Platinum Guild International (PGI) China recently launched a series of videos on social media platforms that captured the hearts of young Chinese consumers. "Your tenacity, emboldened by platinum" – a simple but bold statement struck a chord with modern youth as it accurately embodied their audacity and married it together with "tenacity" - a unique attribute of platinum.
Platinum – A familiar yet
unfamiliar precious metal
Since its establishment in 1997, PGI China has been focusing on developing demands for and building enduring commitment to platinum in jewelry. One of its greatest successes is in popularizing the ritual of wedding ring exchange in China. The maturation of the jewelry industry, declining marriage rate and proliferation of choice for discretionary spending have resulted in greater need to capture the share of wallet of young Chinese consumers. However, this consumer segment prioritizes variety of design over material when purchasing precious metal jewelry. There was an urgent need to raise the importance of material in their purchase consideration. Hence the Platinum Education Campaign brief was commissioned.
Making platinum’s unique attribute
relevant to young consumers
PGI appointed PG One after a pitch to work on the Platinum Education Campaign. After months of collaboration, our team discovered that platinum’s most unique attribute was that it loses none of its characteristics and very little mass despite daily wear over an extended period. The tenacity/durability of platinum becomes more evident with time. This coincided with the consumer finding where we discovered that post-95s in China want to stay true to themselves, but find themselves needing reassurance that they have what it takes to persevere when the going gets tough. Because of the beautiful coincidence between the tenacity of platinum, as well as that of its target consumers, the idea, "You are as tenacious as platinum", was conceptualized.
Following which, a series of videos interpreting different dimensions of 『tenacity』 through consumers』 perspectives was born. Everyone has a different 『tenacity』, It could be adaptability, or toughness, but it is always the immensity of one’s heart.
While these videos drive emotional relevance with consumers, our team also wanted to address misconceptions about platinum at a most critical stage - when the purchase decision is made. Hence, we developed another set of light-hearted videos featuring a fictional character, 『The Pt salesman』, who uses his telepathic power in addressing real consumer concerns when buying jewelry. This set of videos showcased the functional benefits of platinum jewelry that are related to the tenacious metal characteristic of platinum.
"This campaign is the start of our journey to connect with young consumers by fulfilling their emotional need to be reassured of their tenacity and at the same time addressing their challenges when buying jewelry especially those related to the lack of understanding of platinum." – Calvin Yeap, Consumer Marketing Director at PGI China
"This journey has been amazing, we enjoyed the collaborative partnership with the PGI client and their appetite for wow ideas. 'Tenacious as You' is an idea we are proud of. The idea delivers not just an emotional connection, it also communicates the unique property of platinum. Through this, we hope our work will bring Platinum closer to the Chinese youth." – Joyce Chen, Deputy General Manager (Haircare), PG One
The successful collaboration of PG ONE and PGI is one of the many success stories of Publicis Groupe’s Power of ONE. PGI issued 3 pitch briefs pertaining brand guideline, platinum education program and consumer journey analytic tool where PG One, Saatchi & Saatchi Guangzhou, and Publicis Media participated and worked closely to provide solution to PGI. The integration and collaboration across different agencies within the group was the edge that helped Publicis Groupe agencies won all 3 projects from PGI.
Read More:
BBH助力Burberry隆重推出新禧賀歲微電影
ID.4 arrives with Vibrant Power
別克昂科旗：裝下人生新享法