Pandora takes over London's Piccadilly Lights as part of brand relaunch
Pandora has brought out the big guns to introduce its new brand identity and Autumn collection to the UK market.
The Danish jewellery brand first unveiled its new pink-hued positioning at the end of August at an exclusive model-filled event in Los Angeles, which was attended by over 400 guests and featured performances from SZA and Charli XCX.
Now it’s the UK’s turn, with the Copenhagen-based firm taking over several out-of-home locations including London’s famous Piccadilly Lights, and hosting a brand activation in Covent Garden.
The extensive brand relaunch is part of the company’s two-year turnaround plan following a period of decline in which Pandora seemed to fade into the background as new online jewellery firms emerged with more trend-led propositions.
London’s Piccadilly Lights are the centrepiece of its UK out-of-home campaign, which also includes 36 large-format digital screens such as the walls of Westfield London.
The campaign devised by out-of-home and location marketing specialists Posterscope with Carat, will also appear on more than 1,100 road and mall environments.
Rosie Reeves, media manager at Pandora, commented: “At such a pivotal time for our brand, we wanted an unmissable campaign on the high street that would get people excited about our new identity and distinctive new Autumn Collection. Iconic formats such as Piccadilly Lights will certainly deliver the impact and fame we are looking for, while the placement of nationwide sites will ensure mass reach in close proximity to stores across the country.”
Additionally, the wider brand building campaign includes a TV advert and an immersive live experience which took place on 6-7 September in Covent Garden.
The activation featured an immersive circular pink structure, signalling Pandora’s new main marker, in which consumers could view the new collection and have their photo taken on a Pandora logo swing.
The structure was created in collaboration with London-based production agency, MKTG. To encourage engagement, all visitors were automatically entered into a competition to win a gift card, and passers-by received free treats from a bespoke Pandora Candy Floss cart.
Jo Glynn-Smith, Marketing Director of Pandora UK & Ireland, commented: “Experiential marketing has always been at the centre of our strategy, creating mass awareness of our brand whilst giving back to our consumers. It’s initiatives such as these that have led to the recent announcement that Pandora is the most searched jewellery brand online in 2019.”
This year, the business will start a complete renewal of its consumer experience including a new store design, new online stores, new collaborations, celebrity endorsements and new products.
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