Pandora, the international jewellery manufacturer and retailer, has launched its first ever dynamic OOH campaign for its new Regal Tales and Grains of Life ranges, using directional maps and distance information to direct customers into their nearest store.

Devised by Posterscope with Carat, the UK-wide campaign has been planned to cover more than 110 of Pandora’s stores and features five different creative executions playing nationwide on digital six sheets and full motion video content appearing in malls.

The campaign’s centre piece is a dynamic domination of London’s Oxford Street which gives shoppers directions and distance, via illustrated maps, to the jewellers nearest London stores dependent on where they are located.

Pandora’s Regal Tales jewellery collection is a range of jewellery fit for a queen while Grains of Life is inspired by the beauty of Autumn and nature.

Campaign creative and editing of video assets for the mall environment was handled by Posterscope and Liveposter.

Rosie Reeves, Media Manager at Pandora, commented: “We wanted an advertising campaign that we could be confident would drive customers in-store to explore our new ranges, Regal Tales and Grains of Life.  When Posterscope demonstrated how digital, dynamic out of home could captivate potential customers and create stand out in the direct vicinity of our stores across the country we were convinced that it was the right strategy.”

Hattie Macdonald, Strategy Manager at Posterscope, added: “We are ecstatic to be working with our new client Pandora and really excited to kick off our first campaign together with something adventurous.  We are delighted that Pandora wanted to be brave and capitalise on the latest innovations in OOH to stand out in jewellery category.  We are very excited to see where we go from here.”