Maxi-Cash focuses on new gold in brand refresh featuring an AI-generated model

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Jewellery retailer Maxi-Cash has unveiled a brand refresh aimed at updating its brand image and further cementing its status as a jeweller.

The campaign, "Start Your Own Story", focuses on brand new gold and positions new jewellery as the perfect companion to make new memories with.

It also acts as an open invitation for women to celebrate and honour the start of every meaningful moment in life with something equally as precious as gold.

Don't miss: Chatime takes 'cups of joy' worldwide with vibrant brand refresh

Fronting the campaign is an AI-generated model named Hailey K. The virtual personality, first debuted in September 2023, enables limitless possibilities in storytelling, be it for thematic or tactical messaging.

“We want to inspire women to embark on new journeys, explore their passions and be their own change agents," said Maxi-Cash retail and marketing director, Mavis Toh.

"Sometimes it is the small but significant moments that truly define our purpose, and we want our customers to commemorate these defining moments with a piece of jewellery from Maxi-Cash.”

The first burst of communications for "Start Your Own Story" includes digital, out-of-home, in-store and print.

"Start Your Own Story" was conceptualised and executed in collaboration with independent creative agency The Clan. It comes on the heels of a multi-agency pitch that was called in December 2023.

This also isn't Maxi-Cash's first time working with Hailey K. Hailey K was first created in October 2023 by Maxi-Cash to communicate the brand’s sustainability efforts and connect with its Millennial and Gen Z consumers.

As Maxi-Cash's advocate for sustainability, Hailey K promotes preloved luxury goods and educates younger consumers on the intricacies of gold value and trade-ins, according to a statement by the brand.

The virtual brand ambassador wears 916/999 gold and diamond jewellery and provides relevant styling tips to encourage individuals to embrace these precious materials in their wardrobe.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

share on