In the fall of 2018 Kay Jewelers launched their new ‘Long Live Love’ brand platform, which reflected a more contemporary tone that aligned with Kay’s customers and prospects. The brief was simple: find provocative opportunities for consumers to engage with the new platform, while sparking awareness and consideration of diamond jewelry during the critical holiday selling season.
Since diamond jewelry symbolizes everlasting love, we created a way for customers to make their love truly live forever. On BeamYourLove.com users can send a message of love into space that will travel through the universe forever via three easy steps. 1. Record - consumers could record their heartfelt message at BeamYourLove.com. 2. Beam - using simple broadcasting technology, we transmitted the messages in the form of high-frequency audio waves to travel through the galaxy for eternity. 3. Share - each message had a unique trajectory number (like a tracking number), which allows consumers to listen to their message as it floats through space. Kay offered to engrave the unique trajectory number for free on their Ever Us collection of diamond rings. We encouraged sales with this simple and special gift idea, and made the messages available indefinitely on an archived version of the site.
The typical diamond jewelry buyer skews older (35-65 yrs), which reflects a historical focus on marriage. We were primarily targeting men (of all ages) who were looking to buy a meaningful holiday gift for a significant other—the kind of guy who enjoys showing his affection through gestures and gifts, but doesn’t often knock it out of the park on the gift front. That said, our idea elevated the target beyond just heterosexual couples to include every kind of deep and significant love in existence: non-traditional genders, familial relationships, and even loved ones that are no longer with us. In fact, it embraced all loving relationships.
Launched in November 2018, the site utilized high frequency radio transmission technology in a novel way. The site was optimized for mobile and desktop and was promoted via social media. To inspire visitors, we devised an innovative ‘explore’ section that displayed the most recent 20 messages as beautiful floating light beams, without any identifying information about the sender to maintain privacy. We received and beamed thousands of messages from all over the world, in a hundred different languages, into space.
In the run up to Christmas, over two thousand messages had been beamed up into space. Hundreds of those messages referenced proposals and rings from the collection being promoted with it. Our social media pages and influencer posts were filled with comments about how beautiful customers thought this gesture was, and how non-ad like the ads were. Hearing genuine messages of love let customers experience just how many deeply loving relationships there are in the world and made Kay truly stand out as a brand that symbolized everlasting love.
