CONCEPT CREATION & DESIGN,
INCLUDING ART DIRECTION AND COPYWRITING for a PANDORA jewellery campaign.
Aim: to promote and boost sales on the Nordic markets of the iconic charms for the patented bracelet. To be used for instore POS, Outdoor, Printed ads (possibly), Online campaigns, Social, web-widgets and directmail.
My idea was, in short, based on a very simple play on words.
The 3 for the price of 2 – type of marketing is heavily used in all marketing and retail areas. And has a somewhat bargain/outlet feel to it, which was most certainly not a desired way to go in terms of branding genuine jewellery.
So the twist was to market the campaign in a very sweet and short "One...Two... Three"-style, letting it become "One... Two... Free", as the third piece of jewellery was given away as a treat. The campaign started as a charms-only campaign, but was later extended (in selected stores combinded with seasonal sales) to include series of rings-earrings-bracelet to be able to give super value to the buying customers, especially targetting the male gift-buyer.
Focus in the copywriting pitch was to highlight key words such as CHOOSE, FIND, OFFER, FAVOURITE, TREAT and LEAST EXPENSIVE, and a heart symbol (as opposed to BUY, CHEAP, GIVEAWAY, BARGAIN). Visually the styled jewellery should include three charms, and was made to show both a repetition of similar charms or three different styles.
In the copywriting and design-adaptaion specific dates were added.
