Convention:
Luxury products & jewelry traditionally depend on the cache of the company brand.

Cause:
Turn a 30-year-old product line into a hot, audacious and talked-about brand among a newer and younger target audience.

Campaign:
Are you the kind of person who wants to posses or be possessed? We asked this controversial question to celebrities and consumers as part of the Sokubaku(possession) campaign developed for the re-launch of Cartier’s LOVE jewelry collection. Largely web-focused, the campaign was supported by celebrity videos talking about their possession preferences, transit, print, on-line advertising and guerrilla tactics.

Results:
Our locally developed LOVE website garnered more visits than all the Cartier global websites combined. PR from the launch event & campaign generated more free editorial and air-time than anything in Cartier’s recent history. Sales growth was exceptional. The sokubaku theme became part of pop culture and referred to in a variety of contexts beyond the campaign, including dating websites and other commercials!