With the firm statement “For All Questions on Diamonds, There Is Only One Answer – FOREVERMARK”, as a headline, the diamond brand from the De Beers Group recently launched its latest consumer campaign #TrustForevermark “to help all prospective buyers allay their doubts, fears and questions that arise when buying diamonds”. The brand has also thus positioned itself as the ultimate authority on diamonds and as the ultimate diamond brand.
“The campaign reaffirms the trust the brand, Forevermark inspires,” the Company explained. “It highlights the essence of the brand and the apprehensions consumers face when purchasing a diamond.”
Forevermark revealed that the campaign was put together after extensive research conducted by the brand through agency Greycells. The study showed that when purchasing a diamond, consumers are constantly looking for reassurance that they have indeed bought a genuine and natural diamond. “The diamond “Question mark” seen across the campaign encapsulates all the concerns of a consumer, establishing Forevermark as the final destination to put at rest, all their diamond-buying anxieties,” the brand asserted.
“A diamond is an emotional purchase to mark a special occasion, however, there are so many anxieties attached to the purchase, that consumers often lose out on the experience,” said Sachin Jain, President, Forevermark India, while speaking about the campaign. “As Forevermark, we want our customer to embrace the festivity behind the purchase and not worry about the genuineness of the product. Through the #TrustForevermark campaign, we aim to reassure the consumer about the assurance the brand provides, being among the world’s most beautiful, natural, rare and responsibly sourced diamonds.”
London-based creative agency Hatched created the print campaign which depicts a uniquely designed question mark, encapsulating the journey of a diamond from rough to polished, to beautiful jewellery; and finally, a Forevermark box at the end of the question mark, representing the answer to all queries on diamonds.
“This pathway of diamonds in the question mark also signifies the journey of responsible sourcing where particular care has been taken to ensure the integrity of each Forevermark diamond,” the Company stated.
The campaign highlights and underlines the Forevermark promise of being natural, beautiful, rare and responsibly sourced. “With only less than 1% of the world’s diamonds being eligible to become a Forevermark diamond that comes with a unique inscription number, consumers can trust that they are buying one of the world’s most beautiful diamonds,” the Company said. “Forevermark is the only diamond brand in India that provides an inscription card with each diamond corresponding to the unique inscription number on the table, which validates the purchase. A further assurance is provided with the Forevermark Grading Certificate.”
The innovative campaign will explore media options other than, and in addition to, the traditional ones. “This diverse multi-media campaign covers rich media innovative banners, video ads on multiple OTT platforms, polygon mapping in catchment areas, engaging content and contests across social media channels including Instagram, Twitter, Facebook and Pinterest,” Forevermark enumerated. “PHD media worldwide is the digital agency supporting this campaign.”
There will also be on ground events, PR, and the use of digital, print, television, radio, outdoor and social media platforms, making the #TrustForevermark Campaign the largest one yet to be unfurled by the brand.
In India, it will be rolled out nationally over the next three months targeting nine Tier I and 41 Tier II cities.
New Source : gjepc