“Porta in viaggio il tuo diamante” (Treat your diamond with a trip) is an interactive campaign aimed to generate traffic in-selected stores and increase diamond jewellery sales over Christmas and S.Valentine day, and build a profiled consumer database.

Consumer analysis showed that main alternative to jewellery is a trip with partner. A contest was setup, with a weekend in Antwerpen for the ones going in-store, a fortnight in Namibia for the ones buying jewels.Direct Emails, banners, and the forevermark.com Italian homepage informed consumer on the initiative. Clicking on the creativity consumers were led to a web page inviting them to answer few questions on their buying attitude towards diamonds and luxury goods, and filling a profiling form.Users then received a personalised answer with jewellery suggestions and the invitation the nearest store, matching addresses in database.POP materials and flyers completed the media selection to reach consumers off-line.ON-LINE FORMSFilled in via web: 8.234Presented in-store/visits: 464 (5,63 conversion)Sales:257 (3,12 conversion)In-Store visits with info-request:207 (2,51 conversion) OFF-LINEProfiling Coupons Distributed: 350.000Filled-in/visits: 2.623 (0,74% conversion)Sales: 2.054 (0,58% conversion)In-Store info-request: 569 (0,16 conversion) Total Results Leads generated: 10.857In-store visits: 3.087Sales: 2.311Inforequest: 776