In addition to the global holiday campaign „Loves, Unboxed“, the jewelry manufacturer Pandora wanted to support the campaign in Germany with a mobile pop-up experience, travels through Germany.
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. On-site sales allowed visitors to act on their elevated sense of emotional connection between love and jewelry, the generation of social media content would drive visitors and sales in Pandora shops and at the next stops of the ‘LOVES, UNBOXED’ experience. Fun. Playful. Content Machine.
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 brings 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. A siren call, even for those not into jewelry. The exterior created a curiosity about what’s inside & 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 & provides unusual photo ops
