Swarovski and Brit girl group The Saturdays have joined forces for a new campaign called Sparkling Sats, with the jewellery brand driving product placement in The Saturday's latest music video.
The Saturdays wear more than 40 pieces of Swarovski jewellery from its men's and women's collections in their new video Gentleman, which was revealed today.
Swarovski has paid particular attention to its iconic Nirvana collection, which it describes as "clear focus" in the video.
To support the product placement Swarovski has also launched a six-week Facebook app featuring photos and behind-the-scenes footage of the five band members shooting the video, as well as extended coverage of the group choosing their favourite SS13 collection pieces.
The app will also drive a competition to win a VIP shopping trip with The Saturdays at Swarovski’s flagship Oxford Street store, in addition to an interactive weekly prize draw to win the band's favourite Swarovski jewellery, given away in signed boxes.
Hayley Quinn, managing director for Swarovski UK, said: “We are very excited to be working with The Saturdays this season. They perfectly epitomise our brand in terms of glamour, fashion and fun; and our jewellery looks absolutely stunning on them."
The Sparkling Sats campaign has been launched to drive brand awareness among a younger, fashion-focused female consumer. Swarovski has also had product placement in music videos for artists including Justin Timberlake and Jennifer Lopez.
The Saturday's manager Peter Loraine added: "I am so excited about this collaboration. The Saturdays are all about glamour and fashion and I couldn't think of a more perfect partner than Swarovski."