• by Fern Siegel , Yesterday

“A Diamond is Forever” campaign for natural diamonds took sports TV by storm.

It began as a high-impact media takeover across CTV, digital, print and OOH on Sunday for NFL, NBA, NHL and MLB games. The brand AOR, Giant Spoon, designed the media strategy to reach audiences at scale and make Desert Diamonds — the campaign’s spotlight brand — unmissable for millions. 

The Sports Equinox ran from Sunday, October 26 to Monday, October 27, and delivered more than 150 million impressions across all platforms, featuring seven premium positions and added-value integrations. 

In addition, Giant Spoon planned takeovers across YouTube, ESPN.com, The New York Times and InStyle, among others. 

Linear, streaming, cinema and audio will run throughout November and December, with  the Times Square OOH up until Nov. 12. A NYC Diamond District domination (Rockefeller Center subway, taxi toppers, digital OOH) launches Nov. 3 and runs through Nov. 30.

The media strategy also reaches regional and local networks to maximize brand impact.

Trevor Guthrie, cofounder of Giant Spoon, told Agency Daily: "Late October presented a rare opportunity — a phenomenon of unparalleled viewing for U.S. sports fans. We used this extraordinary moment to reach a massive cross-section of our audience and built a targeted media approach to meet viewers in this concentrated window of sports engagement, strategically positioning natural diamonds just ahead of peak holiday season when consideration matters most."