PANDORA allow shoppers to ‘try on’ the new Essence collection using their mobile device. Big Mobile

Posted by IAB Australia On January 30, 2014

PANDORA, the jewelry company, today launched an innovative rich media mobile campaign through Big Mobile for the introduction of the new PANDORA Essence collection.

The comprehensive rich media campaign utilizes the device’s native camera capture blended with HTML5 technology allowing users to select up to 5 charms and super impose this onto an image of their wrist to visualize wearing the new PANDORA Essence bracelet and charms.

Within the campaign m-site the users are able to scroll through the new range of PANDORA charms selecting up to 5 to add to their own personalized bracelet.
From here they are able to take an image of their wrist utilizing the mobile device’s camera functionality and ‘draw’ onto the image, using the screen touch feature, to place the bracelet onto their wrist.

The users are also able to share their PANDORA experience through facebook or save the image to their phone to then share around with friends.
The campaign, which targets women 18-49, will run across the Audience+ Fashion Conscious segment on the Big Mobile premium network.
Big Mobile lent specialist experience collaborating with PANDORA’s media agency Ikon on the project.

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.”

Glenda Wolman, Vice President of Marketing at PANDORA Australia says:
“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.”

Elyse Foley, Communications Manager at Ikon added:
“With the launch of the new Pandora Essence range we were looking for an impactful and engaging mobile execution that allowed the audience to explore and engage with the collection. Working with Big Mobile we were able to co-create the unique format maximizing the device functionality for full brand impact.”

Big Mobile - Pandora

For further enquiries contact Rachel Blair, marketing communications manager, Big Mobile Group. 0477810011.

Big Mobile is the leading, international, independent, and award winning premium mobile media and solutions company, with operations in Sydney, Melbourne, Brisbane, Jakarta, Auckland, and Singapore.

Formed in 2009, Big Mobile enjoys unique and exclusive partnerships, representing the biggest and best premium Mobile publishers and Mobile Network Operators advertising products.

The company has built a vast amount of experience mobilising top 100 consumer brands, across key vertical sectors including Banking and Finance, Automotive, IT&T, Media and Entertainment, FMCG and retail.

Big Mobile leverages development capabilities, proprietary and third party ad-serving solutions, and data enrichment toolsets.

Big AdventTM the companies award winning Ad Solutions Suite, integrates increasingly sophisticated features into dynamic HTML5 based formats, and is pioneering the next generation of mobile ads.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.