Pt: PGI, Together For A Lifetime

This case study shows how The Platinum Guild, a Chinese jewellery brand and provider of wedding rings, cut against category norms by showing how marriages sometimes have problems - and increased sales as a result.

Pt: PGI, Together For A Lifetime

Campaign details

Brand owner: Platinum Guild InternationalLead agency: BBDO and Proximity ChinaBrand: PtCountry: ChinaIndustry Luxury clothing & accessoriesMedia: Events & experiential, Magazines - consumer, Online video, Point-of-purchase, in-store, Social mediaBudget: Over 20 million

Executive summary

Others sell jewelry by showing fantasy; we sold our jewelry by telling the truth.

The institution of marriage in China has never been more fragile and less appealing.

For every four marriages in 2015, there was one divorce. It is no wonder that the the number...

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