De Beers Boosts Ad Spending
Diamond gifts the focus
De Beers will spend 30% more than planned during the fourth
quarter to promote diamond gifts.
Focus group testing of its new millennium themed "Crowds"
promotion went so well De Beers increased the promotion budget,
which was already the largest in the company's history, says
Stephen Lussier, worldwide director of the consumer marketing
division. The "Crowds" commercial shows a man giving
a woman a diamond at midnight on New Year's Eve in mobbed Times
Square. De Beers research showed 83% of test audiences who viewed
the commercial were convinced diamonds are a perfect way to commemorate
"Crowds" will appear through the Christmas season
on cable and broadcast stations in longer than usual
spots of 45 and 60 seconds. Sixty second spots will appear
during Thanksgiving NFL games, the U.S. Open and the World Series.
De Beers also will continue its "Seize the Day"
campaign in print and outdoor campaigns. The print campaign will
run in national major regional newspapers. The outdoor campaign
will appear in 21 cities, twice the number as in 1998, on airport
billboards, bus shelters, commuter rail platform posters,
highway billboards and king size bus posters in major metropolitan
A special New York City Times Square billboard, saying "What
are you waiting for, the year 3000?" will be up this month
and stay through New Year's Day. Another huge special banner
appears in Los Angeles on both sides of the Hyatt Hotel West
Hollywood on Sunset Boulevard until the new year.
by Peggy Jo Donahue
Copyright © 1999 by Bond Communications.