The Diamond Concierge pulls off a cinematic proposal in latest campaign via McCann QLD
McCann Queensland’s second instalment of The Diamond Concierge’s ‘The 5th C’ campaign has launched and has cut through the internet, receiving over 47million views around the world in the first 48 hours of the announcement.
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 Mike dropped down on one knee.
McCann Queensland partnered with its 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, featured on leading Australian and international news sites and the couple have appeared on various television and radio programmes following the response to the daring proposal.
Says Frankie McDad, CEO, The Diamond Concierge: “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, its priceless coverage.”
Says Phillippa Netolicky, managing director, McCann Queensland: “The second phase of our 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 success of Surprisal has surpassed all client and agency expectations and is still gaining traction around the world, now hitting Europe and the USA. The complete results of this campaign will not be known until later this month.
“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.”
Says Benjamin Davis, executive creative director, McCann Queensland: “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.”
2 Comments
Congratulations to the happy agency.
Absolutely amazing! Go team McCann QLD!!!!