Pandora has launched a brand new, global TV advertising campaign titled ‘Wherever life takes you, take it with you’, as it seeks to link the buying of jewellery with the little – or big – moments in life.
The TV campaign is made up of 27 different scenes that will be run as part of a two-year initiative, each tailored to different times of year and different celebrations, from births and birthdays, to mother’s day, Christmas and marriage proposals.
According to Pandora global PR director Vita Clausen, the new TV commercial marks a new route for Pandora by being a global concept, rather than a locally-focused campaign. “It is very different to what we have done before and has been created to run across a number of seasons,” she told Professional Jeweller.
Pandora has teamed with UK agency Fold 7 to create the short films, running focus groups with more than 600 men and women to finalise the concepts chosen for the campaign. Pandora is set to select the scenes that best fit the products and holiday events taking place in each country at any one time, tailoring them to each audience.
The campaign was launched globally on Pandora’s own platforms yesterday. It is due to go live on TV channels nationwide in the UK on November 24, and will run for three weeks.
The commercial features a song exclusively written for the campaign by British singer Gabrielle Aplin, famed for her vocals on John Lewis’ Christmas advert in 2012. As part of the launch, Aplin will perform the song at the #PANDORALounge event at the brand’s flagship store at Marble Arch, London on December 11.
According to Clausen, the use of film has become an increasingly important part of Pandora’s global marketing efforts, particularly as a tool for communicating the elements of personal storytelling and individual expression that the brand uses in its sales pitches. “The campaign is focused on stories, following a woman through her life, linking the experiences and emotional connections such as being proposed to, having a baby or birthdays,” Clausen added.
The scenes created by Pandora include these events and other “memorable moments”, such as walking on the beach or attending concerts.
Pandora yesterday announced its Q3 results for 2014, with UK sales growing 35.1% compared to the same period last year, driven by increased store traffic, an improved product offer and new concept store openings.
According to the figures, the UK remains a strong market for the brand, with 37 concept store openings in the UK since Q3 2013, and like-for-like sales in the UK increasing 20.6%.