Jewelry company Pandora has launched a mobile campaign to introduce the brand’s new Essence collection which allows consumers to preview how the new collection will look on their own wrist.
The campaign utilises the mobile device’s camera capture blended with HTML5 technology allowing users to select up to five charms and super impose this onto an image on their wrist to visualise wearing the brand’s new bracelet and charms.
It runs across Australia and New Zealand on Audience+ Fashion Conscious segment on the Big Mobile premium network who developed the campaign.
Glenda Wolman, vice president of marketing at Pandora Australia said: “This mobile execution provides an exciting new means for us to reach out to out Pandora audiences. The campaign eloquently communicates the layered concepts behind the Pandora Essence Collection in a very clean and simple but highly engaging way.”
Consumers are able to scroll through the brand’s new range of charms, selecting five to add to their own personalised bracelet before taking an image of their wrist and placing the previewed bracelet onto their wrist.
The image is able to be shared via Facebook or can be saved to the user’s phone.
Graham Christie, group commercial director and partner at Big Mobile said: “Mobile is playing an increasing role in the retail purchase cycle offering more interactive ways for prospective buyers to engage with products. The rich media campaign is pioneering and our most comprehensive and innovative for the sector yet.”
Big Mobile collaborated with Pandora’s media agency Ikon on the campaign.