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Reading: The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
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B&T > Advertising > The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
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The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

Emma Jewell
Published on: 20th September 2017 at 5:00 PM
Emma Jewell
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3 Min Read
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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.”

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TAGGED: McCann Queensland
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By Emma Jewell
With experience in global consumer lifestyle, B2B and technology brands across Australia and New Zealand, I’m a communications geek who loves helping brands join the dots between what they say and what they do, in order to build a solid reputation. I have an insatiably curious personality that leads me to dig deeper into a brand's identity, uncover the interesting in order to hit the "sweet spot" with any given audience. As a storyteller by nature, I like to know how and why people choose to interact with content on different media platforms, in order to better understand how to engage them and retain their attention. I thrive in dynamic and challenging environments and enjoy developing creative and unusual approaches and solutions for my clients. I am tenacious by nature and a very willing learner, and also keen to create highly valued, powerful outcomes. Expertise: Project management, multiplatform content development, media and stakeholder relations, planning, data analysis, website management and creative idea development.

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