Titled ‘Real is Rare. Real is a Diamond’, the marketing platform features two video advertisements that arguably mark a departure in traditional diamond marketing methods.
The videos, developed in partnership with the Diamond Producers Association (DPA) and advertising agency Mother New York, depict the relationships of two couples. They are set in picturesque surroundings and show each pair frolicking, embracing, laughing and fighting.
Viewers are given glimpses of the models wearing diamond jewellery throughout the footage; however, it is not made explicit what is being advertised until the end when a close-up of a diamond appears with the Real is Rare slogan.
It would appear the advertisements are not aimed at the traditional bridal market either. There are no engagement rings worn on fingers and at one point a female voiceover says, “Maybe we won’t ever get married and maybe we will, but I will spend my future with you.”
According to a statement released by the DPA, the campaign aims to “reinforce diamonds as a symbolic expression of emotional commitment guided by personal choice, not convention”.
A fresh look at diamonds
As previously reported by Jeweller, the DPA announced in June that it would target Millennial consumers for its debut campaign – which also happened to be the industry’s first diamond category-specific advertisement in more than five years.
Research conducted ahead of the campaign suggested Millennials viewed marriage as less important than previous generations.
“Millennials have spoken, and while they may not always follow the traditional paths and relationship rituals of earlier generations, they increasingly seek out authentic, meaningful expressions of love which are rare, and therefore precious, in today’s fast-paced, virtual world,” the DPA statement read.
It added the Real is Rare platform “invites consumers to take a fresh look at diamonds as an ideal symbol of sincere, meaningful connections and commitment”.
De Beers Group’s Diamond Insight Report 2016 showed Millennials across the four largest international markets – the US, China, Japan and India – accounted for 73 per cent of international diamond jewellery demand and spent more than US$25 billion (AU$32.6 b) on diamond jewellery in 2015 – more than any other age group.
The DPA was established in 2015 as an international representative organisation of diamond mining companies, with the remit to stimulate diamond demand. Its founding members were Alrosa, De Beers Group, Dominion Diamond Corporation, Gem Diamonds, Lucara Diamond Corporation, Petra Diamonds and Rio Tinto.
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