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Four Communications Group

Core disciplines: Advertising/Creative, Integrated marketing, Media planning & buying, Public relations (PR)

Pandora

Pandora designs, manufactures and sells hand finished contemporary jewellery, sold in 100 countries through over 8,000 retail outlets, 2,000 of which are their own stores. Founded in 1982 in Copenhagen by a Danish jeweller, Pandora creates unique jewellery ranges for those seeking inspiring designs at affordable prices, led by their trademark charm bracelets.
 

The challenges

The primary challenge for Pandora is to maintain volume sales across its retail outlets and website. The affordable jewellery sector is highly competitive and it was important for Pandora to develop a brand belief that could provide a clear point of difference.
 

The solutions

Given the growth of the market and the loyalty of their audience, Pandora recognised the opportunity to position itself as a premium ‘gift’ brand in this sector, moving the product design and materials up a level. By doing so, Pandora created a signature look that set them clearly apart from high street jewellers, with a campaign that appealed to women’s sense of individuality.
 
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The 2016/17 media strategy was developed to have maximum impact to drive footfall and web traffic for the UK market and therefore outdoor media was widely used in key regions, in parallel with targeted national and regional press as well as digital. The campaign was geared towards the key buying times of Christmas, Valentine’s and Mothers’ Day. This included high volumes of sites at key transport terminus, specifically a heavyweight campaign in London using buses, street level posters and large format ‘hero’ poster sites. In particular, we were able to pioneer domination of underground walkways, such as the five main corridors at Oxford Circus, using floors and ceilings to create a complete visual experience.
 
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