A guarantee from Aurora Gold Shop that no one else can offer Aurora Care is the after-sales service program, created to serve customer needs. Once you buy gold jewelry from Aurora, you will get three guarantee certificates – 96.5% purity, lifetime warranty with free repair and maintenance service and high price buyback – to ensure the quality of products and business sincerity. Regularly, gold buyers repeat their spending at the same shop due to trust and after-sales services. However, there is no other gold distributor that offers a more holistic approach of after sales services like Aurora. This communication campaign is aimed at changing consumer’s mindset and behavior by highlighting Aurora’s hugely different services and image under the concept “No one cares for you like Aurora, because our care is second to none.” The campaign ran across TV, radio, social media and in-store design. The key message is delivered through a branded caring story, enabling consumers to easily understand the definition of “Caring” from Aurora. Furthermore, it is expected to revamp its image across customer journey, both online and offline in a bid to improve brand experience and customer engagement, leading them to be more open-minded to a new brand like Aurora with a big differentiation of after-sales services. This reinforces brand commitment that Aurora Care is second to none.