Tiffany & Co. wows fans with romantic campaign ahead of 520 shopping festival

Ahead of China’s 520 shopping festival, Tiffany & Co. has surprised consumers with a romantic campaign featuring two of its brand ambassadors aka Chinese actors Gong Jun and Zong Chuxi. 

Since the pronunciation of the numbers 520 resembles “I love you” in Chinese, the latest campaign aims to celebrate precious moments in the course of love. As part of the campaign, the brand also unveiled a limited edition of the Tiffany Knot series exclusive to China market.

Tiffany & Co. dropped a 30-second campaign video on its Weibo on 22 April. The video ad revolves around different possibilities of love as the video takes audiences on a journey to various scenes. The protagonists first appear in the city, then the screen flickers and transforms to audiences to different cityscapes, conveying the message that even though there are a million possibilities to love, being close to consumers' other halves in this split second is what matters.

In the video, Gong is seen wearing Tiffany T1 bracelet and ring, which is a reinvention of the classic Tiffany icon, where diamonds illuminate one side of the jewellery piece, adding a striking radiance to the design. Moreover, audiences can see Zhong styled in the limited-edition Tiffany Knot necklace, which was designed to celebrate Chinese Valentine’s Day. The intertwined ends of the Tiffany Knot collection's signature design are powerful symbols of emotional connection. 

The campaign has drawn plenty of positive sentiments as MARKETING-INTERACTIVE saw that the campaign hashtag (##这一秒靠近你) has garnered 90 million views as of 28 April, with netizens saying that they cannot wait to purchase the products, some praised Gong for being an excellent match for the brand.

As part of the brand's continuous effort in expanding its brand presence in China, the brand has launched its first official third-party online flagship store in China on JD.com in February, enabling nearly 1,000 items from Tiffany & Co., ranging from jewelry, diamond rings and perfume.  

Don't miss: Tiffany & Co. names BTS Jimin as brand ambassdor

Earlier in March this year, Tiffany & Co. has named K-pop star Jimin as its new global brand ambassador as an attempt to appeal to younger consumers. This move is part of the company's efforts to tap into the popularity of Korean celebrities. Back in January, he brand also chose BLACKPINK's Rosé as its brand ambassador for the Lock collection, showcasing the versatility and style of the diamond Lock bangles.

More recently, the brand gave their New York store in The Landmark at Fifth Avenue a facelift. The refurbished flagship store was revealed with a ribbon-cutting ceremony attended by house ambassador Gal Gadot. The new flagship store was opened to the general public on 28 April, and will house immersive displays, custom artwork by Tiffany & Co., and never-before-seen jewels.

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