Title	THE PANDORA TOUR
Brand	PANDORA
Product/Service	PANDORA JEWELLERY
Category	D05. Multichannel Experience
Entrant	ESSENCIUS Copenhagen, DENMARK
Idea Creation	ESSENCIUS Copenhagen, DENMARK
PR	ESSENCIUS Copenhagen, DENMARK

Name	Company	Position
Tina Pajonzeck Svendsen	Essencius	Senior Consultant
Charlotte Sejersen Orland	Essencius	Managing Partner
Maja Claesoe	Essencius	Project Manager
Emil Holm	Essencius	Art Director
Keen Heick-Abildhauge	Essencius	Art Director
Julie Engberg Bendixen	Essencius	Project Manager - Design

The Campaign

The core idea was an exclusive universe that combined illustrative elements in a playful recognisable setting and connected the design to the brand, concept and target group. Since the main objective was to create a stronger emotional relation between the PANDORA brand and the Danish consumers, our point of departure was the sphere of branding, art and design. From the very beginning, we focused on creating a graphic universe that would take people on an emotional adventure and keep on evolving on that journey. It was central to THE PANDORA TOUR that it was about style and fashion rather than sport and racing. Based on this, we focused on creating a dynamic design that combines moments in nature with modern city life and we strived to create a graphic universe consisting of many different elements, which could be used together as well as separate and through many different touch points.

Creative Execution

We created design elements for almost all possible touch points on the brand journey – from social media and campaign microsite to flyers, postcards, event material, POS and in-store material. Social/digital media: The design universe connected our campaign microsite with Facebook (frequently used by target audience) and thus encouraged people to travel between them. PR & bloggers: The design was created so likable that both journalists and bloggers used it directly in their articles and blogpost. In-store: PANDORA stores in all of Denmark had design materials to support the concept – and many customers asked if they could buy designed merchandise. Event: The design featured on materials such as goodie bags, tents and waters bottles, and participants could also use designed materials to personalise the styling of their box bikes. Box bikes for donations: The designed box bikes appealed to both tour participants and the children’s institutions that received donated

Indication of how successful the outcome was in the market

During the event, the design came to life through uniquely designed PANDORA tour box bikes, goodie bags, backdrops, tents and much more. The design helped people get a personalised experience because they could use it to style their own bikes and share their experiences on social media. The design became so popular that people asked both at the tour and in PANDORA stores if they could buy designed merchandise. Furthermore, bloggers used it on their blog posts and journalists used it directly in newspapers and magazines, although the PANDORA brand was very prominent. In that way, we succeeded in creating a universe that combined branding, design and art connecting the PANDORA’s brand values with both the primary and secondary target group. THE PANDORA TOUR resulted in 142 media stories (KPI: min. 50) – with the design or photos of the designed merchandise dominating a majority of them.

Our strategic approach was to create a long-lasting concept and unique brand journey that would engage the target audience emotionally – two crucial factors when perception of a brand is to be changed. We based all design elements on insights about the target group’s behaviour and media usage as well as data about where to reach them most effectively in terms of brand loyalty and brand interaction. The primary target group was existing and potential consumers in Denmark: - Women who buys jewellery to themselves or as gifts to others - Men who buys jewellery to women The secondary target group was Danes with a stake in and/or opinion about PANDORA (e.g. as investor, KOL, employee, potential employee, retailer etc.) as well as journalists and bloggers. The main role of concept design was to support and emotionally engage people on the brand journey (through a variety of touch points).