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Diamonds to Share Oscar-Night Limelight

DPA to Run Ads During Academy Award Ceremony

Feb 16, 2017 10:27 AM   By Avi Krawitz
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Amid the glitz and glamor of the Oscar red carpet, diamonds will also grace our screens during ad breaks, as the Diamond Producers Association (DPA) is running its “Real is Rare. Real is a Diamond” campaign during this year's Academy Awards.

The ad, featuring the television premier of "Runaways," will be presented in a 15-second format on the ABC TV network, which will air the award ceremony, DPA CEO Jean-Marc Lieberherr said this week.

“ABC wanted us to be the only industry marketing on Oscar night because they think it fits exactly what they’re trying to do,” he said in a presentation at the Israel Diamond Exchange.

The deal signals that the “Real is Rare” message is striking a chord with the public as the DPA prepares to roll out the next phase of its program, he went on. The association will unveil its third video in the series in April, having run the first two last year.

Those two films, which targeted U.S. millennials, generated 220 million impressions, mostly through digital media over an eight-week period, Lieberherr reported. The DPA’s overall public relations and social media programs garnered over one billion impressions, he added.

The videos had strong appeal among the 18-to-24 age group and less with 25- to 32-year-olds, Lieberherr noted. Consequently, a second phase to the campaign, set to launch in September, will give more attention to the latter age bracket, which tends to be more traditional when it comes to getting married, he explained.

In that second campaign, the DPA expects to have two different streams: one focused on the younger generation, with a strong emphasis on digital and social media platforms, and the other having a more classic angle targeting the older group, he said. 

The DPA has also appointed an agency in India, where it is preparing to start a campaign in September, and Lieberherr is traveling to Shanghai in March with a view to launching in China in January 2018.

The 89th annual Academy Awards, hosted by comedian Jimmy Kimmel, will start at 7 p.m. eastern standard time on February 26.

Image: Ivan Bandura
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Tags: academy awards, Avi Krawitz, Diamond Producers Association, diamonds, Dpa, Jean-Marc Lieberherr, jewellery, Jewelry, Jimmy Kimmel, Oscars, Real is Rare
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