The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released.

In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold Coaster Mike Hamer winning the 2.14 carat ring before proposing to his un-expecting partner in a full cinema through a cleverly-filmed commercial that played to the audience before he dropped down on one knee.

McCann Queensland partnered with sister agency The Red Republic’s Gold Coast office to amplify the campaign.

The proposal quickly went viral, with the content being shared over 100,000 times across social media, and featuring on a number of Australian and international news sites.

The couple have also appeared on various TV and radio programs following the response to the daring proposal.

The Diamond Concierge CEO Frankie McDad said: “When the concept was created, I knew it was going to turn heads, but to know the campaign has been seen worldwide by millions of people is just crazy.

“We have had publications from all over the world reach out wanting access to the video, which has been translated into numerous languages, and across all of them is our logo. It’s priceless coverage.”

McCann Queensland managing director Phillippa Netolicky said: “The second phase of the brand launch included strategic use of PR and an activation to develop awareness for an unknown brand in a highly saturated category – beginning with business profiling, supported with trend editorials and product placement, and most recently the wonderful ‘Surprisal’ promotion, where we partnered with Southern Cross Austereo’s Hit90.9 Sea FM Gold Coast and Event Cinemas to make it happen.

“The acquisition of The Red Republic has been instrumental in the success of this campaign and truly demonstrates how an integrated offering ultimately gets the best results for clients.”

McCann Queensland executive creative director Benjamin Davis said: “This activation is really the distillation of the values of our client Frankie.

“He is so genuinely excited about the spontaneity of love that when it was time to conceive the promotion, we just went as big as we could. A windswept cliff, a majestic voice over and an insanely large stone – deliberately ludicrous and very definitely watchable.”

Latest News

Tracey Spicer (Journalist & Presenter) at Radio Alive 2018 at Radio Alive 2018
  • Media

Tracey Spicer: Commercial Radio Home To “Some Of The Most Toxic Workplaces”

Media veteran Tracey Spicer has delivered a grim assessment of Australia’s commercial radio industry in how it deals with sexual harassment in the workplace. Speaking as part of a panel at the Radio Alive 2018 conference in Melbourne on Friday, Spicer said she has witnessed “tremendous change happen at the very top end of town” […]

by B&T Magazine

B&T Magazine
Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]