Chinese luxury consumers have limited association of BVLGARI with the Bridal category especially compared with its competitors. However, the brand of BVLGARI has passion in its DNA and Chinese consumers are simply not aware of this heritage, so we set out to find a way to bring this story to life around ‘Passionate Love’. We wanted to amplify the promise that every BVLGARI piece was not just about perfect craftsmanship, but an expression of Italian passion that has gone through the generations.

The amplification of the movie was carried out in 3 phases (Teaser, Launch and Sustain) using all the owned assets that we have developed across paid platforms on Youku, airport and inflight screens, as well as WeChat seeding from selected fashion/luxury influencers and movie review media. A Html5 interaction page was also designed to engage neitzens to build more familarity with BVLGARI’s infinite circle. Meanwhile, Buglari’s owned media assets were redesigned to tease and seed content of the micro movie production plus related product information. Both the lead stars Aarif and Yoyo were constantly updating their social media fan base on the movie progress and some behind the scenes.