Pandora Garden Streetcar
Agency: ASTOUND Group
Client: Pandora Jewelry
Event Name: Pandora Garden Streetcar
Agency Website: www.astoundgroup.com
The Pandora Garden is a place for creation and self-expression. The collection blooms with a wide selection of new styles, inspired by nature, bringing you the freedom to express your individuality and feelings. In Spring 2019, Pandora celebrated emotional confidence, creating jewelry experiences that evoke feelings and express individuality.
All storytelling about Spring 19 should be aligned with our campaign key messages. These will be brought to life through the PR assets, our global influencer activation and local social media influencer collaborations.
To make the Spring 19 campaign come to life, create hype and create buzz on social media, Global PR is suggesting experiential artist collaborations to be executed in selected key cities in our regions. The activation should offer a unique experience by working with audio/visual elements.
Pandora celebrated their new spring collection with a garden in motion aboard a Toronto streetcar. Media, influencers and consumers were invited on board to preview the brand’s new Garden collection and experience the enchanted garden environment, while the streetcar toured a continuous loop along Queen Street West.
Working directly with partner agencies, Spafax and ASTOUND, Pandora outfitted a Toronto streetcar inspired heavily by the natural motifs of their Garden collection – which features jewelry pieces inspired by the likes of flowers, butterflies, and ladybugs. The streetcar received a floral takeover which featured two separate photo opportunities within the vehicle, including a metal arbor and the wooden logo wall in the rear.
Customers that entered the brick-and-mortar Pandora store at Toronto’s Eaton’s Centre on the day of the event were offered a complimentary ticket to ride the Pandora Garden streetcar. Participants were then guided to a specific pick-up location where they waited to board the VIP streetcar loop through Toronto’s financial district. Once onboard, Pandora staff greeted participants with snacks and showcased the new spring collection. Once familiar with the newly released products, participants were encouraged to take full advantage of the photo opportunities onboard before the 20-minute loop comes to an end.
Without allowance to physical tie any elements directly into the streetcar structure, ASTOUND was responsible to come up with an effective and creative solution for everything such as fabric installation on the seats.
This project was designed to drive buzz and media attention to Pandora products, and in this way it was considered to be a major success by the Spafax and Pandora team. After a strong campaign and three days running this activation, Pandora exceeded their impression goal by over 200% garnering more than 22 million total impressions across Youtube, Pinterest, Instagram, Facebook and LinkedIn.