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.”