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

By

Nigel TAYLOR

Published
Nov 12, 2021

‘Planners’ and ‘Panickers’ are the key Christmas consumer targets for UK jeweller Olivia Burton. And with retailers pulling out all the stops for this festive season, especially in the jewellery sector, the brand has chosen to debut its first-ever brand TV campaign ‘The Celestial Effect’.

Engaging London-based media agency The Specialist Works to create the campaign, it showcases the brand’s Celestial Collection of watches and jewellery across UK national TV. And having identified "distinct Olivia Burton audience segments", the agency planned the campaign to align with the differing gifting behaviours of each target consumer group.

The national linear TV/BVOD campaign initially targets the gift 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.

Originated and produced by Toast TV, the creative features a woman who emits a “luminous, twinkling glow” after putting on an Olivia Burton Celestial watch. The finale shows a birthday party where she gifts a Celestial watch to her friend, “only to see her experience the same luminous, otherworldly effect”.

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”. Moving into December, the ads 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.