Most retailers promote their jewelry via promotions, emphasizing special values for a limited time, but Long's Jewelers of Massachusetts is going in another direction with its first campaign under agency Forge Worldwide.
The "How Boston Gets Engaged" campaign is designed to "marry the trust inspired by the expertise of Long's Jewelers with a playful take on the modern relationship," according to the ad agency.
The 30-second 'Selfie' video shows a newly engaged couple on the Commonwealth Mall in Boston’s Back Bay excited about their perfect ring. They continuously look at the ring and when the man pulls away to start walking, the girl continues to savor her ring. The spot ends with a voiceover saying that eventually she will look at him again.
“This campaign reminds grooms that a huge part of choosing the right engagement ring is choosing the right jeweler," says Jim Bell, associate creative director, Forge Worldwide. "They’ll give you the guidance you need to be confident that the ring you buy will get the perfect reaction from your fiancé every time she sees it.”
The video is currently running on digital channels including Hulu, Comcast streaming and YouTube advertising. It is also featured on the Long’s Web site and social media channels, with future broadcast opportunities in consideration.
The accompanying out-of-home creative will appear on Boston-area billboard and bus shelters.
Long’s Jewelers is a family-owned and operated full-service jeweler with five stores throughout Massachusetts.