Zales sponsored a giant heart installation in Times Square to engage consumers and media on the most important jewelry purchasing day of the year, Valentine's Day. Working with AOR Richards Partners, the team hoped to leverage the sponsorship opportunity to raise awareness of the overall Zales brand, as well as its Celebration Diamond, which launched last fall.
Strategy
The team hoped to gain exposure by tapping consumer emotions, and gain consumer purchasing insight via an online contest in which it ...