Diamond Producers Association (DPA) wants to woo millennial consumers in China to buying diamonds with its latest campaign.
The campaign film, titled 'Living in Love', is conceptualised by BBH China and features a young women and couples between the age of 22-30 years running through storylines that aims to translate DPA’s global tagline “Real is Rare, Real is a Diamond” (RIRRIAD). Specifically, it hopes the message resonates with the Chinese millennial generation’s attitudes toward relationships.
The campaign will be shown on online TV platforms and cinemas in Shanghai and Beijing, with further amplification by key opinion leaders, a website launch and on-ground activation. The social elements include photographed stories of couples published on Wechat and Weibo.
Mabel Wong McCormick, managing director of DPA Greater China, said: “Diamonds have been an authentic symbol of love for couples for centuries, but in recent years it has become a passive social symbol among millennials.
"Our objective with RIRRIAD “珍如此心 真如此钻” concept is to change this perspective and highlight the new role of diamonds as an active everyday inspiration for couples that can help them reaffirm their love on a daily basis.”
Arthur Tsang, chief creative officer of BBH China, said: “We know how cynical the younger generation are towards relationships today, and yet we also know deep down they still aspire to find a love that lasts. We want to seed the notion that love can truly last if it is built with effort every single day, as reminded by the constant unchanging presence of a diamond.
"This takes the role of a diamond from being a one-off ostentation for engagements and weddings, to playing an active valuable role along the course of a relationship. Our goal is to get diamonds out of drawers and on to fingers.”
BBH China: Diamond Producers Association 'Love is Rare'
