Creative Direction & Launch Design & Marketing Strategy
Chow Tai Fook
Chow Tai Fook Jewellery Philippines
- Timeline
- 2019 - Ongoing
- Client
- Chow Tai Fook Group
- Industry
- Luxury Goods / Retail
- Location
- Philippines / Hong Kong
The brief
Chow Tai Fook (CTF) is a privately owned Hong Kong conglomerate with businesses spanning jewellery, property, hotels, department stores, transport, energy, telecoms and more.
The brief was to launch CTF's luxury jewellery brand in the Philippines. Filipino buyers usually bought gold and diamonds from small family shops or while abroad, and expats and tourists did not trust local retailers.
Challenge
Bringing a Chinese luxury jewellery brand to the Philippines meant getting the visuals and messaging right, moving past assumptions built on success in China and helping the client see how this market works differently.
Research
Desk research identified four key audiences: high-income families, Chinoy (Chinese-Filipino) buyers, Chinese tourists and expats, and overseas Filipino workers. We interviewed each group to understand how they buy gold and luxury jewellery.
Solution
The research pointed to opening the first store inside a high-end casino shopping gallery, where the target audiences were most concentrated. We also created a launch campaign built around celebration and family to introduce the brand to Filipino customers.
What we delivered
- Market Research
- Strategy Workshop
- Launch Design
- Marketing Collaterals
- Social Media Management
- Graphic Design
- Overseas Creative Consulting
The outcome
CTF opened its first store at Solaire, with two more locations planned for 2020 and put on hold by the extended lockdowns. The strong start led CTF to create exclusive pieces for the Philippine market.