David Hing, London
Luxury jewellery brand Swarovski is offering 100 free jewels to customers in its Paris, Hong Kong and New York boutiques to celebrate its new winter collection.
As part of its ‘Kingdom of Jewels’ campaign, the gems will be engraved with the city’s initials and a number between one and 100, with each one unlocking hidden exclusive experiences on the brand’s website for their owners.
The jewels will be given away on a first come first-served basis. As well as the giveaway, the campaign includes a series of other premium and VIP experiences running across its 2,300 stores around the world and through the brand’s online, mobile and social outlets.
Swarovski will also make interactive city guides available which show off ‘hidden gems’ in 15 cities around the world, picked out by a group of ‘taste-makers and insiders’ and it is also running a competition for customers to win a styling session in Paris.
The hub of the campaign can be accessed via web browser as well as the brand’s Facebook page and through mobile browsers. It will feature some short films showcasing Swarovski creative director Nathalie Colin’s work and also links to product information.
The campaign, devised by creative agency Perfect Fools launches on September 1 and will run until September 30. The cities featured include London, Madrid, Shanghai, Amsterdam, Milan, Sao Paulo, Seoul, Montreal and Melbourne.
“Our goal with this campaign is to reach and influence an audience that embodies the slash-generation which inspired our creative director to create the fall/winter collection,” says Swarovski head of communication and social media Yelena Leschinsky. “We are excited to launch a global initiative that puts our consumers in the centre of our efforts, and allows us to engage with them on multiple levels, while expressing the emotional inspiration behind our collection.”
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