ENZO and Ogilvy Fashion & Lifestyle share moments of happiness in the world of romance

Retail jewelry brand ENZO and Ogilvy Fashion & Lifestyle have launched a new advertising campaign for ENZO’s 2013 wedding collection.

Displaying sparkling diamonds and gemstones on platinum and gold wedding and engagement rings, the series of print ads boldly ask the question, “How many times do you want to get married?” An accompanying tagline in smaller text reads, “There’s only one true love, but for wedding rings there are lots of options.” The message taps into contemporary Chinese consumers’ taste for stylish and fashion-forward jewelry for different occasions, including their weddings. The ads’ provocative wordplay speaks to modern Chinese women about the freedom and independence to choose their own wedding rings and spouses – a departure from traditional wedding jewelry ads that sell simple romance.

Vivian Ma, General Manager of Ogilvy Fashion & Lifestyle, said, “ENZO not only stands for great quality, but is also a very chic brand with smart design. We wanted to create a targeted campaign for its wedding collection that really stands out and exhibits the brand’s personality as well as its wide selection of wedding ring designs.”

“Wedding rings tend to occupy a significant portion of the jewelry market and ENZO always aims to push the envelope in its design,” said Vicky Chan, Sales and Marketing Director of ENZO. “We just love Ogilvy Fashion & Lifestyle’s fresh take on these ads that resonate with contemporary Chinese women. In the sea of wedding ads out there, these ads really cut through the clutter.”

The print ads will appear in outdoor shopping areas in more than 50 cities, including Shanghai and Beijing as well as in lifestyle magazines, including Trends, Cosmopolitan and Bazaar. The campaign will run through the end of the year. Plans for social media and in-store promotions are underway.

Agency Producer: Joey Bian