Jewelry retailer Pandora is driving awareness of its new brand vision and autumn collection with a 360-degree global campaign featuring television ads, out-of-home (OOH) and immersive activations in key London locations. OOH sites include ad landmark Piccadilly Lights and 36 large format digital screens such as the Wall at Westfield mall.

To kick off the campaign, Pandora painted an entire street pink in Los Angeles in August. 

The next stop on Pandora’s campaign tour was London, where earlier this month it brought to life a large circular structure in the shape of a diamond ring, the jeweler’s logo. While there, visitors sampled the new collection and had their photo taken on the Pandora logo swing. Those who posted their pictures on Instagram were entered into a contest to win a gift card. A branded candy floss cart handed out free treats to guests, adding to the experience. At Pandora’s Covent Garden concept store, consumers enjoyed complimentary manicures and brand biscuits. 

Additional activations include ads that will appear on more than 1,100 road and mall areas and five different creative executions of the campaign that run via digital video content in malls.

‘The Pandora Swing Activation is just one element of an exciting 360 global brand re-launch. 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 jewelry brand online in 2019,” said Jo Glynn-Smith, marketing director of Pandora UK & Ireland.

Pandora’s massive campaign push comes on the heels of customer perceptions that the brand is no longer affordable. “Customers tell us they used to think of Pandora as affordable but don’t anymore. The brand has drifted away from its original position and now we’re trying to move it back to what made Pandora,” chief executive alexander Lacik told Reuters in an interview.

In addition to the brand identity overhaul, Pandora has plans to revamp the design of its 2,700 shops worldwide.