Building on Helzberg’s success with a National Proposal Day campaign the year prior, the brand and DEG were looking for an innovative and creative way to showcase the range of emotions associated with the ring-shopping process, and how Helzberg can enhance the joy and alleviate the stress. With viral proposals becoming a trend, Helzberg wanted to target its national audience, specifically those potentially interested in purchasing or receiving a ring, with a creative proposal story to spark the idea of love. Not only was this a feel-good story of how Helzberg helped a bachelor plan and execute the perfect proposal, but it hopefully motivated other bachelors to come to Helzberg to make their proposal perfect.
