In the encore to its previous branding campaign, diamonds and jewelry
e-tailer Mondera.com on Thursday took
the wraps off its second print effort, this time making an emotional appeal
that highlights the uniqueness of its products.
The $12 million campaign, created by Leo Burnett USA, features photographs
by well-known photographer, Veronique Vial, and carries the tagline, “Fine
jewelry as unique as she is.”
The ads will debut next week in publications like the New Yorker,
Fortune, the Industry Standard, W, Vanity Fair,
Bride’s and Harper’s Bazaar. Other executions with this
theme, including television and newspapers, will launch later this year.
The ads use black and white photos of everyday scenes accompanied by ad
copy saying things like: “because she laughs hysterically whenever anyone
says the word ‘nougat'” and, “because she appreciates pre-school finger
painting more than postmodern sculpture.”
“With our previous campaign we saw sales increase over 700 percent and
brand awareness rise four-fold,” said Fred Mouawad, co-founder and chief
executive officer of Mondera.com.
“Now that we have established who we are and what we offer, our new
campaign focuses on the personal experience of buying jewelry for someone
you love. It celebrates the individuality of the people in our lives and
the jewelry and diamonds we offer at Mondera.com.”