IPA Effectiveness Awards 2008: Silver Award - De Beers

SUMMARY

This paper is not about communications, it is about the ideas that inform them and all other parts of the business. De Beers was challenged in 2000 with a slowing global economy and demand for diamond jewellery - a challenge that was not going to be solved by a surge in engagement rings. The solution was to create ideas that attached new meaning to the gift of love, such as the Right Hand Ring, which allowed women to express love of their own unique style/spirit. The result was an invigoration of the market through three new ideas creating US$18.8 billion in incremental sales, and generated payback of US$4 for every US$1 spent.

JUDGE'S COMMENT

De Beers was a 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

DE BEERS
Title: Billion dollar ideas
Client: De Beers
Entrant: JWT
Author: Ian MacDonald, JWT
Contributing author: Karen Go, JWT
Media used: TV, national newspapers, magazines, out of home

IN A NUTSHELL

The campaign added US$18.8 billion in sales, increased the value of non-bridal diamond jewellery sales by 26 per cent and generated payback of US$4 for every US$1 spent.

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