As people continue to flock to lesser quality moissanite and cubic zirconia jewels, the Diamonds Producers Association (DPA) is introducing the first diamond marketing initiative to air during the Oscars in 10 years.
Developed with creative agency Mother New York, the “Real is Rare” campaign features the "Runaways" short film that features a male voiceover talking over clips showcasing the passionate love he has for his girlfriend. The spot ends with "Real is Rare. Real is a Diamond."
In addition to the TV spot, the campaign appears via the “Real is a Diamond” YouTube channel and other social media channels as well as via the #RealisRare hashtag. The YouTube clip has already received more than 794,688 views.
The campaign is a departure from typical diamond advertising, says Deborah Marquardt, CMO, DPA. "The story is a cinematic, alternative fairy tale that celebrates love, passion and connection - and sees life together as an adventure.”
Margquart adds that “Having its television debut during the Academy Awards broadcast, one of television’s biggest nights of the year, is the perfect opportunity to start a new diamond narrative with consumers around the moments and relationships in our lives that are authentic, precious and increasingly rare."
This strategy seeks to connect diamonds with new generations, Millennials in particular, says Marquardt. However the themes of celebrating love, commitment and the uniqueness of authentic connection are universal.
“Real is Rare. Real is a Diamond” also is supported by a digital campaign inclusive of video, display, native content and social. Other platforms including print, out-of-home, cinema and digital radio are being explored for the second half of the year. "Our plans are as multiplatform as our target audience is in their media habits," says Marquardt.
Founded in May 2015, the DPA is an international alliance of the world's leading diamond mining companies, and its mission is to protect and promote the integrity and reputation of diamonds, and of the diamond industry. The group's lobby is reportedly asking its members, including De Beers and Alrosa PJSC to raise its budget to as much as $60 million a year from $6 million, according to Bloomberg. Payments are set by sales levels.