Robbins Brothers using "I do's" from YouTube
National Jeweler
According to a press release, Robbins Bros. recently announced a new marketing campaign, called "Welcome to the Rest of Your Life," featuring television spots and a music video composed of unique marriage proposals that originally appeared on the popular online video site YouTube.
Couples from all over the United States are included in the campaign, from a firefighter who pops the question before being deployed to Iraq to a proposal involving an actor who performed in an on-stage play with his girlfriend but reworked the script to include the words, "Will you marry me?"
Both the commercials and the music video are set to the song "Lovely Day" by Donavon Frakenreiter, which starts with the words, "All I see is sunny sky, every time I look into your eyes. Here we go again my friend, stayin' together 'til the end."
Robbins Bros. received permission to use each marriage proposal video featured in the campaign.
According to the release, the campaign represents a shift in focus for the 10-store chain, as it has relied primarily on radio advertising in the past. The spots have a genuine appeal and home-video effect designed to connect with the viewer in a more personal way.
As part of the campaign, Robbins Bros. is inviting couples from all over the country to share their marriage proposal videos for possible inclusion in an upcoming TV commercial.
"Robbins Brothers is all about helping couples select their perfect ring and celebrating this special moment in their lives," said Larry Gomperts, executive vice president of marketing. "As we meet these couples, we are always awestruck by what an incredible moment the proposal is...Our goal is to provide a ring shopping experience that mirrors the couple's needs and desires for a complete, fulfilled engagement experience."
Azusa, Calif.-based Robbins Bros. has a total of 10 freestanding stores spread between southern California and the Dallas/Ft. Worth, Texas, area.
