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ALROSA’s "She said "YES!" marketing campaign awaits the author of the most creative marriage proposal
The contest is a part of ALROSA's generic marketing campaign aimed at educating consumers and creating a culture and traditions of diamond jewelry consumption.
By: Diamond World News Service
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Jan 27 2018 9:49AM
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Reference: 16030  

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The winner
The winner's ring has been manufactured by Smolensk Diamonds, a subsidiary of Kristall Production Corporation, a long-term buyer of ALROSA's rough diamonds.

ALROSA, the world's largest diamond mining company, continues the contest "She said "YES!" for the most creative idea of a marriage proposal. The competition started in December 2017 and will last until February 14, 2018. The winner will receive a diamond ring as a reward to translate the idea into reality.

Applications to the contest are accepted at a special email address: idea@onaskazalada.ru. To date, about 40 ideas have been received. The most original proposal scenario will be followed by the video with participation of real characters. The winner's ring was manufactured by Smolensk Diamonds, a subsidiary of Kristall Production Corporation, a long-term buyer of ALROSA's rough diamonds. The diamond in the item has Princess fancy shape, I colour and SI1 quality.

The competition is a part of ALROSA's generic marketing campaign aimed at educating consumers and creating a culture and traditions of diamond jewelry consumption. "A polished diamond is primarily a symbol of true and deep feelings, love and loyalty. Holding this competition, we would like to remind people first of all that there is always a place for romance in life and inspire them to create memorable moments for loved ones", said ALROSA CEO - Chairman of the Executive Committee Sergey Ivanov.

The competition started in December 2017 during the Channel One Hockey Cup. Within the framework of regular cooperation with the Russian Ice Hockey Federation (RIHF), ALROSA launched an advertising about the contest during the broadcast of hockey matches, and also helped two hockey fans to organize a proposal to their dearies at the stadium during hockey matches. This is the first advertising campaign in ALROSA's history that addresses a wide audience.

"In our commercial, a young man proposes to a girl right at the hockey match. Shortly after the video was screened, a hockey fan from St. Petersburg wrote us and asked to help him to organize the same story in real life. Together with our partners from the RIHF, we decided to support him, especially since it echoes our marketing campaign. As a result, he was given such an opportunity - he proposed during the second halftime of the game between Russia and Sweden. Of course, his girlfriend said "yes." And the very next day, another young man came forward, inspired by the idea, and we repeated this story for him", said Dmitry Komendantov, Deputy Head of the Marketing and Public Relations Department of ALROSA.

Diamond engagement rings for these two young people were provided by ALROSA's partner - Smolensk Diamonds, which acquires polished diamonds manufactured by the company.

More details on the contest can be found at www.onaskazalada.ru

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