The campaign aimed at increasing Pandora’s share of consumer’s mind (and sales) during the winter holiday buying season, by amplifying the rush of emotions of opening a Pandora jewelry box. The Task: Creating a larger than life immersive experience and playful moments of interaction for consumers that conveys the magical feeling of opening a Pandora Box. Addressing the strong connection between jewelry, memories and feelings in settings that delight all the senses. Each part of the experience portrayed a specific emotion connected

to jewelry, within a multisensory environment. Both creating emotional connections between brand and visitor and unusual photo opportunities to be shared on social media.

Opening a Pandora Box is the experience of releasing the love hidden in each box. The creative idea: a “Loves, Unboxed”-Playground, which travels through various German cities. A mobile pop-up experience that bring the Pandora brand to life in a unique way.

It quickly became clear that the pop up store had to attract attention with its appearance in the bustling metropolis. A scenery within huge oversized Pandora boxes that exaggerate the emotions felt while opening a Pandora box, should create WOW moments. So we created

a beacon of Pandora pink illuminated boxes. The exterior created a curiosity about what’s inside and a desire to enter. Inside the experience, the visitors found highly engaging environments showcasing a number of Pandora’s iconic jewelry pieces in several experience rooms. Every room portrays a specific emotion, has a multisensory entrance (=unboxing) moment, sound experience, plays with scale and provides unusual photo ops.

The target audience were Lifestyle & Fashion Influencer, Consumer

(women adge 18 to 54 who are interested in fashion, shopping, accessories and jewelry), Pandora Fans.

After a PR-opening, the playground opens its boxes to the public, where visitors can experience the magic of opening a larger-than-life Pandora Box themselves.

On-site sales allowed visitors to act on their elevated sense of emotional connection between love and jewelry, the generation of social media content

CHANNEL STRATEGY

& TARGET ENGAGEMENT

The Pandora ‘LOVES, UNBOXED’ installation became a content generation machine. Thousands of picture & video shares among all platforms and millions of likes. On-site sales were brisk and the impact of the campaign was also clear

in online and shop sales. The qualitative impact of the indirect emotional

connections made can’t be underestimated. The Impact is further reaching than just advertising.

The exterior created a curiosity about what’s inside. Even for passers-by not inclined to visit, the display made an impression and increased brand awareness.

Inside the experience, the visitors found highly engaging environments showcasing a number of Pandora’s iconic jewelry pieces.

The infinite amazement room featured thousands of glittering jewelry stones, lights and mirrors, creating an endless room inspired by the zirconia stones of Pandora’s Infinity product range. Enveloping visitors in the shine and sparkle of jewelry and offering a tangible connection with the cool to touch stones.

The celestial love room offered the visual embodiment of the love we express with jewelry. A glowing love heart allowed visitors to turn heartbeats into a soundscape and visual impressions mirroring the emotional anticipation of unboxing a Pandora jewelry piece. Individual polished spheres offered authentic audiovisual stories about celestial love and unbreakable emotional connections so well expressed with gifting jewlery.

EFFECITVENESS

The Pandora ‘LOVES, UNBOXED’ installation became a content generation machine. Thousands of picture & video shares among all platforms and millions of likes. On-site sales were brisk and the impact of the campaign was also clear in online and shop sales.

Total number of visitors : ~ 1000+

Number of influencers: ~115

Social media reach: Meta: ~4.5M; Tik Tok: ~700k

Total Influencer net reach of: ~ 5.8M

User Content: highlights: 13x user videos with 2.41M views

The numbers above reflect the quantifiable impact of the campaign. The qualitative impact of the indirect emotional connections made can’t be underestimated. As with many

experiential campaigns, the impact is further reaching than just the experience on-site.

The qualitative impact of the indirect emotional connections made can’t be underestimated. The Impact is further reaching than just advertising.