Forevermark, the diamond brand from the De Beers Group of Companies, has launched its call-to-action holiday campaign aptly named ‘Seize the Day’. Similar to De Beers’ past campaign of the same name, the ‘Seize the Day’ campaign aims to increase consumer diamond demand this holiday season.
The 2015 ads are targeted towards men, and feature bold, catchy statements in black font on a white background and classic diamond jewelry piece types. Forevermark has created a total of 39 lines for the campaign including “Marry Me Sounds So Much Better Than Just Merry Christmas,” featuring a round solitaire diamond engagement ring, and “#LoveThisMan #TheLuckiestGirl #BestGiftEver #CantBelieveIt #OMG,” featuring a halo diamond engagement ring.
A total of 30 full page ‘Seize the Day’ ads can be seen in print publications including The New York Times, Wall Street Journal, and Washington Post on key dates throughout December, as well as in December issues of Rolling Stone, TIME, Golf, Men’s Journal, The Economist, Esquire, Fortune, Maxim, Robb Report, Sports Illustrated, Wired, and more, most on newsstands now.
Today, ‘Seize the Day’ launched digitally with a takeover of the Yahoo Log-In page and banner ads on sites that will run through Christmas including Yahoo.com, The Verge.com, ESPN.com, GQ.com, and HollywoodReporter.com. Cyber Monday will feature takeovers on Kindle Fire and eInk readers, ESPN Scorecard, Instagram and WashingtonPost.com. Audio ads will run on Spotify, and additional digital takeovers will take place on key dates throughout December on ESPN.com mobile and WashingtonPost.com. Social media promotion will take place onInstagram, Pinterest, Facebook, and Twitter.
The campaign is also running in high-impact, out-of-home placements in the top 17 diamond markets across the country, starting with Philadelphia’s Dilworth Plaza on November 24. Beginning the week of November 30, out-of-home displays will go up in busy transit locations including New York’s Grand Central Station, San Francisco’s Union Square, Seattle’s Westlake Station, and the campaign will hit Boston’s South Station on December 7.
The ‘Seize the Day’ campaign includes the Forevermark’s recently relaunched ‘A Diamond is Forever’ slogan, and a ‘Happy Holidays from Forevermark’ sign off.
