De Beers wanted to make an impact using high attention, high impact media to deliver brand story with maximum effect. Signalling brand power and premium associations through media execution.
In a critical gifting period, De Beers needed to see a step-change in their media effectiveness and stand out versus the competition in a cluttered marketplace.
In a critical gifting period, De Beers needed to see a step-change in its media effectiveness and stand out from the competition in a cluttered marketplace. Large format (Brompton Banner) and roadside outdoor (100 taxis) were deployed to give this client the visibility and key standout in proximity to store (Harrods and Flagship Old Bond Street) and delivered over 10.5M impacts. Contextual relevance was key for this campaign and we knew we needed to be present across our target audiences shopping and gifting decision journeys. Crucially we needed to position De Beers as the best choice for luxury gifting and capture in-market audiences as they shopped in and around Harrods and Old Bond Street.
Carefully selected, proximity outdoor formats coupled with smart digital activations were utilised for the campaign, with support coming in the form of print and social.
Amongst a HNW (£100K+ earnings p.a) London dwelling audience, all key metrics saw significant improvement which could be attributed back to the impact of Out of Home. Key highlights (pre vs post campaign) included +114% unprompted awareness, +24% strong positive brand perception and finally +10.5% purchase intent/consideration.
Overall, the campaign was a success with reported appointment bookings, revenue and purchases all up vs the same period year prior.
strong positive brand perception