Pandora appointed JCDecaux to set up a pop up store in front of Ngee Ann City Tower B, along Orchard Road. The objective is to promote the Christmas campaign called “The joy of giving”. The campaign would be running until 2 January 2017.
The pop-up consists of various interactive elements to engage shoppers in the festive season. The campaign was further strengthened by running on JCDecaux’s Cinema Network to build brand awareness and brand recall.
Pandora collaborated with JCDecaux to run a multi-channel campaign, which involves captivating visuals on digital dragon’s tail in ION Orchard. Moreover, to extend its presence beyond the mall, Pandora advertised on ION Orchard’s outdoor banners to optimise reach at street level. In addition, the pop-up in the shape of a gift box provides the brand with maximum exposure. This additional touch point reaches out to potential and existing shoppers.
Shoppers are also encouraged to share the photos they have taken at the photo booth on social media as well as draw on the animated digital writing wall.