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Helzberg Diamonds Proposal Pro app

Apps, Consumer

"When it comes to getting engaged, it's not all about the ring. Yes, the ring is absolutely critical, but it's only part of the engagement process," explained Brian Clevenger, creative director. "And owning the entire process is what Proposal Pro by Helzberg Diamonds sets out to do. Targeting guys—25 to 35—in an educational, engaging and entertaining way, this app sets out to reduce the stress associated with popping the big question. In a simple, timeline fashion, guys can learn about the 4Cs (cut, color, clarity, caret), find the perfect place to propose and even get tips on how to ask the parents."

Available in the iTunes store.

Rachel Gehrs, art director; Craig Israel/Paula Rogers, writers; Brian Clevenger, creative director; Roger Wong, group creative director; Chris Guthrie, technology director; Lauren Trego, strategy; Rosetta (San Francisco, CA), ad agency; Helzberg Diamonds, client.