Member Article

Olivia Burton partners with The Specialist Works for debut TV brand campaign

Olivia Burton has partnered with London based independent media agency, The Specialist Works, for its first-ever brand TV campaign: “The Celestial Effect”, which launched on Saturday 6th November, to showcase their Celestial Collection of watches and jewellery on national TV in time for the holiday season.

The campaign is The Specialist Works’ debut for Olivia Burton since its appointment as media partner earlier this year. Having identified distinct Olivia Burton audience segments, The Specialist Works has planned the campaign to align with the differing gifting behaviours of each.

The national linear TV/BVOD campaign initially targets the present Planners – those typically more likely to purchase Christmas presents ahead of time. Over time it will then flex in shape and size to capture the masses through the peak gifting period before shifting once more to reach the Panickers – as it draws closer to Christmas.

The first TV spots debuted in The Great British Bake Off: An Extra Slice and other family shows most watched by viewers with a Planner mindset. As we move into December it will appear in peak shows such as This Morning and I’m a Celebrity… Get Me Out of Here! – to prompt the Panickers into their seasonal gift hunting.

The TV campaign strategy capitalises on The Specialist Works’ ability to plan and execute with forensic precision: carefully controlling the flow of airtime, and finding contexts and programmes that the defined audiences love. The Specialist Works will be dovetailing with Olivia Burton’s in-house performance digital team to optimise PPC in line with TV spots, and cross-pollenate other actionable insights across off and online media. Sarah Razvi, senior international marketing manager at Olivia Burton, said: “It was clear right away that The Specialist Works had a unique level of granular planning and could build reach efficiently and quickly with minimal waste. They also have vast experience working with gifting brands, so we knew we’d be in good hands for our debut TV campaign.” Matthew Pover, chief client officer at What’s Possible Group, the group behind The Specialist Works, said: “Olivia Burton’s sparkling debut brand campaign is set among the stars of the small screen. Women of all ages and backgrounds love Olivia Burton’s watch and jewellery collections. So with our experience of growing other gifting brands, this is a partnership we’re confident will light up many a face this Christmas and beyond.”

Originated and produced by Toast TV, the creative for “The Celestial Effect” features a woman who emits a luminous, twinkling glow after putting on an Olivia Burton Celestial watch. The finale shows a birthday party where our heroine gifts a Celestial watch to her friend, only to see her experience the same luminous, otherworldly effect. “The Celestial Effect” is a magical expression of the sense of confidence we feel when we wear amazing accessories. This ad says Christmas and gifting but in a non-obvious, surprising way. Working alongside the TV/BVOD activity, Olivia Burton is developing a “Celestial” filter on social media and will be running a variety of digital formats across display and social to both extend campaign reach and drive activation.

This was posted in Bdaily's Members' News section by Business News .