World Gold Council has rolled out a new campaign to announce a bold shift in its marketing strategy. The three year old former 'Speak Gold' campaign is set to make way for the new 'Only Gold' platform.
Building on the earlier campaign, the new TVC gives gold a contemporary feel, to ensure that gold remains relevant to consumers in key gold jewellery markets.
"Our research found that emotional attributes and benefits of gold, as well as its practical or financial benefits, play an important role for women around the world," said Madhumita Dutta, head of marketing and development, World Gold Council, India. "The creative idea is to use the changing patterns created by sunlight and shadows as a metaphor for the malleability and ever-changing nature of gold. It is about gold reinventing itself at all times to keep up with the times. In terms of the look and feel, we decided to stay in the light hearted mood of the previous Collection G campaign."
Developed by O&M, the campaign targets women who, although passionate about their appearance and adore accessories, are still traditional and regard heritage as important to them.
The 'Only Gold' campaign has been launched in key gold jewellery markets of the US, China, Italy, the Middle East and now, India.