Campaign details
Brand: ForevermarkBrand owner: De BeersLead agency: Wunderman ThompsonCountry: IndiaIndustries: Luxury retailMedia channels: Cinema, Events & experiential, Integrated, Online video, Outdoor, out-of-home, Print, Radio & audio, Search marketing, Social media, Television Budget: 500k - 1 million
Executive summary
It takes a long time to build consumer trust. Particularly for an expensive purchase like diamonds. When purchasing diamonds, consumers only trust generational jewellers and leading national retail chains. This campaign demonstrated that it is possible to shift the anchor of trust from the familial to the rational,...