As the oldest family-owned jeweler in Boston, E.B. Horn was looking for a way for its single-store location to stand out among the region's chain jewelry stores.
Working with Conover Tuttle Pace (CTP), it looked to develop a campaign that would energize the city and get consumers excited about the 167-year-old store.
"We were looking for something that would be out of the box, create buzz, and be fun and exciting," says Richard Finn, co-owner of E.B. Horn. Fred Conover, partner at CTP, says the firm also wanted to find a way to incorporate the store's longstanding history in Boston into any effort. "We felt we needed to recommend something that went beyond the traditional media that we had used in the past," he adds.
The team developed the "Great Diamond Hunt," a contest complete with a fictional tale about a lost diamond in Boston, for which the reward would be an actual $25,000 diamond. The team conducted a non-branded teaser for the first two weeks. Mannequins, posed as if they were searching for a diamond, were stationed outside busy public areas in the city. The firm also posted signs saying "keep looking" or "not here," which contained the contest Web site address. Boston hosted the scavenger hunt on November 11.
More than 5,000 people signed up for the 200 two-person team spots. An added boost came when a member of the winning team used the diamond ring prize to propose to his girlfriend, resulting in coverage from markets as far away as San Francisco. Finn says the effort brought added attention to the store. "There's no question that it was successful," he adds.
E.B. Horn continues to work with CTP and is considering similar campaign ideas for next year.
PR team: E.B. Horn (Boston) and Conover Tuttle Pace (Boston)
Campaign: Great Diamond Hunt
Duration: October 16 to November 11, 2006
Budget: Less than $100,000