K-gold launches integrated campaign aimed at young Chinese women

Creative agency BBH and digital agency AMG Beijing together developed this digitally focused project supported by print and outdoor executions. The new project revolves around the idea of ‘Xuan', meaning classy and shiny in Chinese.

K-gold has invited MTV VJ Zhu Zhu as the ambassador for the project. She will present the latest trends on mixing and matching gold accessories with fashion, galleries and fun facts about gold. The interactive website is also equipped with augmented reality (AR) technology which lets visitors digitally ‘try on' jewellery via their webcam.

The website is also hosting an online competition until 6 September. Fashion savvy women can register a ‘fashion-look book' on the site and upload their favourite photos of fashion and gold to enter the contest. K-gold will give away 18K jewelry to the winners.

"Pairing K-gold and fashion is something we hope will resonate with all young women across China. In this campaign, K-gold acts as a friend and ally to young women, giving them confidence to shine - and what better way to reach out to them than through the digital sphere," says Roland Wang, general manager of Greater China at WGC.

BBH is the agency-of-record for World Gold Council since 2005. Joanne Liu, business director at BBH China, added: "Gold has become very much a part of women's day to day wardrobe. We wanted to create a site that inspires, advises and keeps women on top of the latest trends."

Credits:
Project K-gold Xuan campaign
Client World Gold Council
Creative agency BBH China
Executive creative director Johnny Tan
Creative director Daniel Lim
Copywriter Ken Lu
Art directors Shu Teoh, Nelson Ng
Account servicing Joanne Liu, Joyce Hong, Kevin Lu, Natalie Ahn
Agency producer Krystie Koh
Digital producer Kevin Lu
Print production Michelle Tan
Digital agency AMG Beijing
Exposure Print, outdoor, online