Bulgari: The Story of O

This case study shows how Bulgari, a luxury brand, created an original movie to launch its new product line in China.

Bulgari: The Story of O

Ruey Ku, Helen Xie and Jennifer Lin

Campaign Details

Brand: BulgariBrand Owner: LVMHLead Agency: MECContributing agencies: Zenith, ChinaCountry: ChinaIndustry: Luxury clothing accessoriesChannels used: Content marketing, Mobile apps, online display, online video, Outdoor, out-of-home, Public relations, and Search, Social mediaBudget: 5 - 10 million

Executive Summary

In 2015 Bulgari launched a Bridal collection, "Passionate Love", as its key message and tasked Zenith to drive market share vs. other established players in the category such as Tiffany and Cartier. It was no easy...

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