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RAPAPORT... Jewelry retailer ENZO and advertising agency Ogilvy Fashion & Lifestyle created a new advertising campaign in China with a series of print ads that ask: "How many times do you want to get married?" An accompanying tagline in smaller text reads, "There's only one true love, but for wedding rings there are lots of options." The print ads will appear in outdoor shopping areas in more than 50 cities, including Shanghai and Beijing as well as in lifestyle magazines, including Trends, Cosmopolitan and Bazaar. The campaign will continue through the end of the year. Plans for social media and in-store promotions are underway. According to the partners, the message taps into a contemporary taste for stylish and fashion-forward jewelry for different occasions, including weddings. Vicky Chan, the sales and marketing director of ENZO, explained that wedding rings tend to occupy a significant portion of the jewelry market in China and ENZO is aiming to push the envelope with new designs. "We just love Ogilvy Fashion & Lifestyle's fresh take on these ads that resonate with contemporary Chinese women. In the sea of wedding ads out there, these ads really cut through the clutter."
Vivian Ma, the general manager of Ogilvy Fashion & Lifestyle, said, "ENZO not only stands for great quality, but is also a very chic brand with smart design. We wanted to create a targeted campaign for its wedding collection that really stands out and exhibits the brand's personality as well as its wide selection of wedding ring designs."
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