What happened when a 3M diamond met its holographic counterpart

Leading diamond retailer Rosy Blue called upon Seenspire to produce a 3D animation for the annual BaselWorld Watch & Jewellery fair in Switzerland.

By Richard Buhn on 26/09/2016
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Leading diamond retailer Rosy Blue called upon Seenspire to produce a 3D animation for the annual BaselWorld Watch & Jewellery fair in Switzerland.

The Challenge

As a respected leader in the industry, Rosy Blue’s main objective was to stand out from their competitors at the upcoming fair and to deliver their brand message about craftsmanship of diamonds in a unique and memorable way. However, that’s no easy task when you consider that every single brand at the event would be fighting for the attention of passers-by.

They knew that they were going to have to be extremely innovative with their marketing to be able to class the event as a success.

Their second objective was to promote and sell a $3 mil.+ diamond during the 8-day event.

It’s one thing to catch the attention of event attendees, but engaging them into a buying state for such a high-ticket product would require a well-thought-out strategy.

The Concept

Having laid out the main objectives of the campaign, Rosy Blue handed over the concept and delivery of the project to Seenspire’s creative team.

After careful deliberation we devised the concept of telling the story of a diamond on its journey from a rough stone to a fine polished, 33.11 carat, cushion cut diamond with a flawless clarity grade worth $3 million+.

By using a Dreamoc display to tell this story, we where able to merge the physical product of the diamond with the animation itself. Creating an augmented layer on top of something real is quite unique in terms of viewing experience and we believed that this could help deliver the level of detail we needed to create the attention and engagement at the fair.

The logic behind the concept was to not only promote the product, but to add real value to customers by providing them with a rare insight into the craft of producing a diamond; an insight which would seldom be available elsewhere.

The difficulty was going to be communicating this intricate product-story among such buzz and high volumes of foot traffic. We would only have a limited amount of time to tell the story through the animation sequence and they needed to hold the attention of the viewer long enough to form a connection with both the brand and the product.

The Delivery

Sometimes it can be easy to come up with a great concept. However, delivering that concept and aligning it with a client’s goals demands massive attention to detail.

This is why we assigned our 3D jewellery modeller to the project, allowing us to get as close to the real thing as possible and ensuring that the physical diamonds didn’t look out of place alongside the animation.

On top of the 3D animation within the Dreamoc display, we also produced a custom 3D printed stand for the original diamond.

The Results

One of the first things that Rosy Blue noticed on the first day of the event was the length of dwell- time increased at their stand. Passers-by couldn’t resist taking a closer look at the display and becoming transfixed as they watched the story unfold in front of their eyes in beautiful holographic animation.

dreamoc_storytelling_2-0-_2There was a clear buzz around their brand and product throughout the event, where  both customers and fellow brands and exhibitors were wowed by the display..

When you’re earning the respect of your competitors, you know you must be doing something right.

 

Then came the surprise that no one in the Rosy Blue team saw coming. They sold the diamond in the early days of the event.

Not only did the creative demand attention, it also encouraged action.

All in all, the campaign surpassed everyone’s expectations. They were able to deliver a unique brand message to their target audience and also sell their main product.

Being one of the leaders in our sector, we wanted our booth to stand out and be in line with our reputation. We wanted to catch the crowd’s attention and impress everyone, which is not an easy task when there are hundreds of blazing booths around. The Dreamoc display and Seenspire’s creative content attracted great attention. We noticed that many more passers-by stopped at our booth and many of our clients shared their enthusiasm.Tolga Onder Ozel, Digital Marketer, Rosy Blue.