Billion dollar ideas (2008)
Campaign: Billion dollar ideas
Brand: De Beers
Client: De Beers
Agencies: JWT
Authors: Ian MacDonald, JWT
This paper explores how De Beers tackled flagging US diamond sales by focusing on the needs and emotions of their consumers. Three strategies were developed, called ‘Beacons’, in order to recruit more women into heavy ownership of diamond jewellery, encourage more sales at higher prices, and provide new opportunities to buy it. The communications used a multi-channel strategy, with the heart of the launch being PR-based to position the idea as a social movement, following it with advertising and trade support. The campaign added US$18.8 billion in sales, increased the non-bridal diamond jewellery sales value by 26 per cent and generated payback of US$4 per every US$1 spent.
Judge's Comments:
De Beers was a very compelling story that broke with traditions to produce a huge global effect. The campaign gave people a reason to buy diamonds other than for engagement. A very good case and proof that good stories really can sell good products.
David Pemsel, Group Marketing Director, ITV