DTC Shakes Things Up This Christmas

De Beers’ Diamond Trading Company is altering its strategy for this holiday selling season, unveiling an offbeat multipart campaign built around the theme, “What will you do for love this Christmas?” The theme “taps into the emotion of buying diamonds,” says Anne Valentzas, core program director for JWT, DTC’s ad agency. “It also lays out a challenge to the man. One of the biggest barriers a man has to buying diamonds is that he is not sure what the woman will like. What we wanted is to make this a challenge for him.” The campaign has an unusual structure, including a two-part cliffhanger TV commercial that’s supplemented by Web and radio advertising. “We took a good hard look at what’s happening in communications,” says Valentzas. “We are working so much harder to compete for the consumer’s attention. We really wanted to be clever in engaging the consumer
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