The Diamond Producers Association (DPA) has launched its new Real is Rare, Real is a Diamond campaign. Called "The Diamond Journey," it follows the journey from discovery to a finished 2-carat engagement
The DPA says that besides themes of love and romance, the campaign highlights the heirloom quality of diamonds to encourage consumers to understand the legacy of diamonds. This campaign's main tagline "3 Billion Years in the Making," emphasises this element of the story, as does the secondary tagline "Before there was life, there were diamonds."
Jean-Marc Lieberherr, CEO of the DPA said the organization went in this direction after understanding that most consumers have no idea that diamonds are the oldest thing they will ever touch or own.
The campaign, which targets 21-39 year olds, features a three-minute "hero" film that will live on the Real is Rare, Real is a Diamond website. There will also be a multimedia campaign comprising 60, 30 and 15 second videos and six and 10-second videos designed for social media.
There is also a special focus on high impact out-of-home/outdoor placements in transit hubs and key cities capitalize on the busy holiday travel and gifting season, with placements including Grand Central Terminal, JFK and LAX airports and
select in-flight TVs.
The plan also includes cinema partnerships to tie-in with peak movie season and
select print partners.
DPA developed the campaign with creative agency BBH London. It will launch on October 15.