The Campaign

Italian luxury brand BVLGARI needed to make a big statement to gain the respect and attention of affluent Chinese consumers as it sought to strengthen its presence in China. While consumers here are supportive of international brands, they prefer to support those who have a rich historical narrative. With this insight in mind and to highlight its 125 years in business, BVLGARI created a China launch around bringing to Beijing the world’s largest-ever retrospective exhibition of jewels. The event created an extraordinary opening for the brand to gain awareness and engagement in the market and to showcase its sparkling heritage.

The Brief

• Utilize BVLGARI’s 125th anniversary as an occasion to put the brand in a bright, “magnificent” spotlight in Beijing and beyond. • Support BVLGARI’s reputation as the most desired luxury brand in China. • Positively communicate BVLGARI’s achievements and commitment to jewelry craftsmanship through time.

Results

The program was highly successful in achieving brand launch objectives, laying a firm cover of “magnificence,” splendor and substantive heritage across BVLGARI as it pursued the China market. The program’s opening drew 209 local and 65 international media and 5,000 guests, including 18 celebrities. More than 275 VIPs attended the gala dinner, while some 400 participated in the exhibition seminar. On the grand opening, super movie star Tang Wei made her glamorous entrance on BVLGARI red carpet. Song Jia, Chris Li, Pace Wu, Edell Ai, Eilin Zhang, Emma Pei, Hou Honglan, Olivia Xu, Viann Chang, Zhang Zilin, Zhu Zhu, Lin Peng, Nicholas Wu and Tony Li have all shine the BVLGARI red carpet with ultimate glamour. More than 100,000 people visited the BVLGARI exhibition between September 4 – November 4, 2011. In the same time period – 70 days – earned media delivered exposure equivalent to U.S.$11.4 million, more than 66 times the PR budget. Features and interviews appeared on CCTV, China’s leading television network and many other high-profile media venues.

Execution

The BVLGARI 125 Years of Italian Magnificence Exhibition. Staged at the National Museum of China, the exhibition featured the most spectacular historic collection of jewels the world has ever seen. Preview Event: Photo Shoot and Interviews. Exhibit curator Amanda Tossi met with media to preview the exhibition. Fashion media such as Vogue and Elle were invited for special photo shoots. Coverage was embargoed until the official grand opening. Grand Opening and Red Carpet Event. More than 5,000 guests including Chinese lifestyle and fashion media, as well as celebrities, artists, and top trend setters attended the opening of the exhibition, which featured a red-carpet arrival. Gala Dinner. More than 300 of Beijing’s most influential people attended a gala dinner to celebrate the exhibition. Seminar. Curator Amanda Tossi and professors from Venice discussed the history of jewelry design in this event for media and other influencers.

The Situation

With the surge in luxury stores, fashion magazines, websites and social media, Chinese consumers are highly discerning in their tastes and increasingly knowledgeable about the background of brands. Although China’s luxury consumers appreciate the value of international brands, they prefer those with a rich historical heritage. As BVLGARI increased its presence in Beijing with its sixth boutique, it recognized the power of conveying the depth and scope of the BVLGARI experience as its own historical setting. The 125 Years of Italian Magnificence Retrospective was created as an exquisite backdrop for telling BVLGARI’s story.

The Strategy

To achieve its goals, BVLGARI used the following strategy: • Fully advantage BVLGARI’s inherent glamour and heritage to attract target consumers and influencers to BVLGARI’s presence in China. • Create a “magnificent” anniversary exhibition and launch event at Beijing’s National Museum to showcase the brand and its heritage and around which a full complement of reputational activities involving media, celebrities and influencers could be staged, including: media preview event, grand opening and red carpet arrivals, gala dinner and seminar and a host of targeted media opportunities surrounding these event.