The Diamond Concierge: The Surprisal

Benjamin Davis

The Diamond Concierge, an Australian online diamond retailer, launched an integrated campaign to raise awareness and demystify the purchase of diamonds among a non-expert, male audience.

Campaign details

Brand: The Diamond ConciergeBrand owner: The Diamond ConciergeLead agency: McCann QueenslandContributing agencies: The Red RepublicCountry: AustraliaIndustries: Online retailMedia channels: Cinema, Events & experiential, Games & competitions, Online video, Public relations, Radio & audio, Social mediaBudget: Up to 500k

Executive Summary

Australian blokes aren't known for being romantic and they would certainly never buy a diamond online. That was a massive problem for The Diamond Concierge, a tiny, Gold Coast-based online diamond retailer.

The brand had to wake Aussie blokes up to the fact that buying diamonds...

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