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...