The Brief: Target 18-25 year old males with Pandora's first-ever, super-targeted Valentine's Day DM.
Navigating around a betting slip or Nando's order is easy, but for our young lads, choosing the right V-Day gift is a real pain in the heart.
Response – Be A Valentine's Hero
A secret Pandora present guide, disguised as tickets to the footy – making it look like our ladz picked the perfect present with no help whatsoever.
In the spirit of chivalry... Barcelona vs Real Madrid tickets were up for grabs. Purchase inserts and codes allowed us to track winners, and Pandora some nifty campaign metrics.
The winner was pretty happy, too.
Copywriter: Tom Barnfield
Art Director: Olivia Leviten
CD: Richard Hayter