Bronze 2018
McCann Queensland
The Diamond Concierge

Advertising Agency McCann Queensland
Creative Director Benjamin Davis
Copywriter Benjamin Davis
Art Director Jacqueline Dewar
Agency Producer Lucy Stubbs
Account Service Lucy Stubbs
Production Company Cartel Film Production
Producer Damion Tiernan
Other Contributors

The Red Republic - Public Relations Agency

Kat Orchard (Account Director)

Brooke Whitney (Account Manager)

Entry ID 19074

Challenge: Create awareness for ‘The Diamond Concierge’, an online diamond retailer nobody knew about.
Insight: Diamonds aren’t just forever. They’re for everyone, even Aussie blokes.
Idea: ‘The Surprisal’ – an integrated brand campaign and social film that speaks directly to blokes about diamonds.

Execution: How do you generate 67 Million views for a diamond retailer nobody even knew about?

Give an Australian soldier a $85,000 ring, set up the ultimate proposal, film the reaction, and share it online.

‘The Surprisal’ generated credibility and awareness for ‘The Diamond Concierge’ almost overnight.

The social media film was an immediate sensation, generating $2.3 million of PR Value.

Then, the film and the lucky couple were featured on Sunrise, accruing 6 minutes of branded television time. Value: $903,201.

All up, our social film with a budget of only $14,100 received a staggering 67 Million views and generated an earned media total of $3,201,491.

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