December 5, 2002
Hearts on Fire Creates Diamond Noise
Hearts on Fire diamonds launched a $30 million, 27-month advertising campaign that adds significantly to the increased promotion of the diamond category. Sightholders worldwide were asked to promote the diamond category more heavily by De Beers' Diamond Trading Co.
HOF's brand advertising initiative, called the "Wow" campaign, combines the financial resources of the Boston, MA, diamond manufacturer and its partners and retailers in 45 markets across the country. HOF makes and markets what it calls "the world's most perfectly cut diamonds" through a network of more than 400 retailers worldwide.
The "Wow" campaign is based on what the company says is the reaction people have when viewing HOF diamonds, either through a special Proportion Scope or from across the room. It is designed to reach two audiences: the first-time buyer who may be interested in an engagement ring, and the second time buyer, who may be celebrating a special event or renewing his or her love HOF calls the second-time buyers "same girl, second diamond" buyers.
The campaign uses an integrated media program that includes television, radio and outdoor. Television advertising is running with "WOW" retail partners exclusively on network affiliate stations, with 40% of the spots in prime time. The goal in the 45 markets is to reach 96% of the target audiences with a 16-time frequency. In addition, retailers receive materials for print advertising, direct mail and point-of-sale displays.
Two 30-second TV commercials will reach the two HOF demographic segments. "Cake Topper" is aimed at the younger engagement ring audience. The ad features a wedding-cake ornament bride who comes to life briefly to say "Wow!" when she notices the real bride's Hearts on Fire diamond ring. The second commercial, "Mom/Wow," targets more established couples. Billboards, radio, print, and point of sale materials reflect the theme of the commercials.
Seen through a Porportion Scope, HOF round diamonds display a ring of eight hearts from the bottom and a symmetrical fire burst from the top. The phenomenon authenticates the diamond's symmetrical cut. Additionally, the company offers Dream, a modified square-cut diamond, which also displays the hearts phenomenon, and a full line of diamond jewelry under the Sabrina brand.