Title	THE PANDORA TOUR
Brand	PANDORA
Product/Service	PANDORA JEWELRY
Category	B07. Events & Stunts
Entrant	ESSENCIUS Copenhagen, DENMARK
Idea Creation	ESSENCIUS Copenhagen, DENMARK
PR	ESSENCIUS Copenhagen, DENMARK

Name	Company	Position
Kenneth Roenholt	Essencius	Project Manager
Brian Sejersen Orland	Essencius	Managing Partner
Tina Pajonzeck Svendsen	Essencius	Senior Consultant
Charlotte Sejersen Orland	Essencius	Managing Partner
Christina Schaerfe Lambach	Essencius	Managing Partner
Maja Claesoe	Essencius	Project Manager
Astrid Hyldahl Laursen	Essencius	Project Manager
Emil Holm	Essencius	Art Director
Keen Heick-Abildhauge	Essencius	Art Director
Julie Engberg Bendixen	Essencius	Project Manager

The Campaign

We created the world’s first box bike race – THE PANDORA TOUR – where participants drove around their mother, grandmother or friend in styled box bikes in the streets of Copenhagen. Afterwards, PANDORA matched the total entrance fees and used those funds to donate box bikes to children’s institutions in all five Danish regions twice. The core idea was to create media stories that would associate PANDORA with shareable moments and unique memories – the brand values/key messages we wanted to communicate. Therefore, the concept had a dual-purpose: Creating shareable moments and unique memories for participants in the tour Creating more unique moments for children all over Denmark as box bikes makes it easier and funnier to get around This combination of the tour and the donations gave of several options for involving stakeholders and creating compelling stories for the media – before, during and after the tour.

Execution

Two weeks before the tour (April 25), we sent blogger kits to bloggers and pitched stories to journalists and invited them to the event. This resulted in solid media coverage before the tour, which was crucial in order to sell tickets. During the event (May 8), we encouraged participants to style their bikes and share their moments on social media. We also gave prizes for, among others, ‘Best team spirit’, in order to engage participants and create personal stories for journalists and social media. After the event, we donated box bikes to children’s institutions (mid-June and mid-August). It was a tactical choice to do so twice in all five regions of Denmark, in order to create many local/regional media stories. In addition, we chose that local PANDORA retailers should give the donations so they would become local heroes. In total, we worked with 17 different angles in our media stories.

The concept thus created a stronger relation between the PANDORA brand and the target audience (such as existing and potential consumers, retailers, employees etc.) through engagement and compelling stories. In numbers, THE PANDORA TOUR resulted in: - Media clippings: 142 (KPI: min. 50) - Earned audience: >6.952.002 (population: 5.6 million) - PR value: >645.854 Euro - Nominated institutions: 500 - Participants in the tour: 250 According to PANDORA’s Nordic PR & Marketing Director, Helen Rosenkjaer Koppel Jensen, the concept was a great success: “Both consumers, retailers and media has embraced the concept and in that way contributed to our celebration of women and children. THE PANDORA TOUR created an even better relation with bloggers and journalists, because there were so many funny, cozy and compelling stories to tell. Obviously, THE PANDORA TOUR will also in the future be central in our branding strategy on the Danish market”.

The Situation

PANDORA wanted a stronger emotional relation with the Danish consumers. Therefore, we developed the world’s first box bike tour and afterwards donated box bikes in all regions of Denmark. The event resulted in more than 80 media stories, because it activated participants and was the first of its kind. The donations created more than 50 stories in local/regional media where PANDORA retailers became local heroes when they gave bikes to kids. The concept embraced an entire country, and media stories in five months made it an extraordinarily long-lasting concept – a crucial factor when changing the perception of a brand.

The Strategy

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, who have a stake in and/or opinion about PANDORA (e.g. as investor, employee, retailer etc.), and also bloggers and journalists. With THE PANDORA TOUR we created a long-lasting concept that created media stories on two levels: - The box bike race was newsworthy and relevant for journalists and bloggers, because it activated the participants and was the first of its kind - The donations in all Danish regions created compelling stories in local/regional media where PANDORA retailers became local heroes when they gave box bikes to Children’s institutions Before, during and after the tour, our target media were bloggers, national, local, lifestyle and trade media. During the donations, our target media were regional and local media.