Forevermark campaigns lead to strong sales

Hong Kong - The De Beers Group has reported strong sales performance for its Forevermark diamonds brand in Hong Kong and China with markets climbing to HK$5.5 billion and HK$13.26 billion respectively in 2006, which Christina Hudson, De Beers Group marketing director for Greater China, attributed to success of its marketing campaigns.

In Hong Kong, De Beers launched a $20 million marketing campaign called "Celebrate the Real Me" featuring local celebrity Galie Lok in four 30 second spots highlighting the different facets of personality of women aimed at the 25 to 44-year-old.

The campaign developed by Grey Hong Kong, kicked off in July with online and outdoor TV broadcast as well as in print on magazines and on trams.

Hudson observed that Hong Kong is a developed market for diamond jewellery with 59 percent women typically own and wear them as a fashion statement and 70 percent of women are self-purchase consumers.

"We focus on big ideas to drive Forevermark and create value behind it. In Hong Kong, we look at big ideas that would invigorate a woman," Hudson said.

In China, with 32 percent of the market in diamond wedding rings, the campaign targets couples on a love journey.

A campaign called "Love is all around" developed by JWT Shanghai kicked off around Valentine's Day this year that led to consumer generated content posted on a dedicated "love world" website aimed at creating a platform for couples to express their love.

The campaign includes viral videos and a reality show that airs on Beijing Television called "Love Unlimited" featuring 10 contestants expressing their ultimate symbol of love by proposing with a diamond wedding ring.

Mindshare handled media buying and planning for both campaigns in Hong Kong and China.