Campaign details

Brand: The Diamond Concierge
Brand owner: The Diamond Concierge
Lead agency: McCann Queensland
Contributing agencies: The Red Republic
Country: Australia
Industries: Online retail
Media channels: Cinema, Events & experiential, Games & competitions, Online video, Public relations, Radio & audio, Social media
Budget: 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 online was now 'a thing' and that The Diamond Concierge was the irreputable friend for this important purchase.

The big idea was: show Australian blokes that diamonds aren't just forever. They're for everyone. And with this in mind, The Surprisal was born.