McCann Sydney launches the “Search for the World’s Best Couple” who will win a 22 carat diamond engagement ring from Michael Hill
At midnight last night McCann Worldgroup, Sydney launched a global on-line competition for Michael Hill which has a prize of an incredible 22 carat diamond engagement ring.
The competition was created and designed by the agency to assist in promoting Michael Hill’s 225 store chain in Australia, New Zealand, Chicago and Canada.
Couples go to my22ct.com to register for the competition and compete across 5 weeks by responding to a series of challenges. There are 3 challenges weekly which get progressively more difficult.
Kim Kardashian will help to launch the competition with Michael Hill in New York tomorrow (Tuesday) before participating in cocktail events in Toronto and Chicago to promote it.
The final judging panel for the competition is Michael Hill, Kathryn Eisman and Candice Bushnell – famous as the author/columnist which led to the hit series Sex and the City.
Says Chris Mort – McCann Worldgroup Australia CEO: “This has been an incredible journey for the agency and really highlights how we have embraced the world of social marketing to benefit a client. The creation, design and development of this promotion has never been done on this scale in Australia and demonstrates great courage and creativity from both agency and client – I only wish I was allowed to enter!”
Creative Director: Vince McSweeney
Creative: Brendan Willenberg, Lizi Hamer, Sean Masters and Annik Skelton
Design: Nathan Lyttleton and Dave Snelgrove
Planning: Helen Karabassis and Mark Pollard
13 Comments
Yeah, Kim Kardashian. A woman whose only claim to fame is getting banged on camera.
The perfect fit for romance and marriage.
Great idea. Bang on for the target. PR-able (is that a word?) as all hell. This will work a bloody treat.
Love it.
Why no creative credits???
I assume there no credits because those responsible are ashamed of ripping off the World’s Best Job. Badly.
It’d be better if the winner got to root Ms Kardashian.
@4.47
So you’re saying that ANY brand from now on offering a HUGE prize in exchange for brand engagement is a rip-off of best job?
Gimme a break you tall-poppy twat.
Look, if you’re going to rip off the World’s best job, don’t just change one word and call it the ‘World’s best couple.’
Appalling.
Oh, and 4:24. Awesome.
Brand engagement – ?
I think creatives are at their best when they don’t buy in to planner / marketer jargon.
You might feel smarter for a split second but you are really just giving more opportunity for bullshit masquerading as science to fuck our industry.
@5.31 I.m not sure if I would actually classify this campaign as a tall-poppy, and I’m pretty sure anyone who has ever visited more than one site or engaged with any online in their life would agree
“I think creatives are at their best when they don’t buy in to planner / marketer jargon.”
Read: Creatives are at their best when they JUST produce a TVC script.
“You might feel smarter for a split second but you are really just giving more opportunity for bullshit masquerading as science to fuck our industry.”
Read: Im an old hack who is scared of anything with the word ‘digital’ in it.
Just because you don’t understand a word, doesn’t mean it will fuck our industry.
And no, i don’t work for Mccann.
Expensive diamond cheap website… looks like crap really.
Interesting idea, but McCann and the client have obviously blown all the money on the big rock and a cheap (but expensive) talent and had to cut corners on the quality of the website production.
25 – 35 year old couples + low to medium wages + looking to get married = Michael Hill, Win a ring. And to avoid the legal crap we won’t make it a game of chance. Ok.
This is average on so many levels.
At first, thought maybe it was a promo run by RSVP or such. Not a campaign.
What does ‘Best Couple’ actually mean? Hardly an inspiring word
when you’re talking about relationships. (World’s sexiest, dirtiest, best looking).
Anyway the plonkers who buy Michael Hill will probably relate.
Horrible looking little monster too.
9:47pm
I’m not afraid of digital. My comment wasn’t aimed at digital. I think creatives should talk about ideas and leave jargon to people who can’t come up with them. Whether it’s a TV ad or a digital execution or whatever, it’s about the ideas, not bullshit metrics.