PANDORA Jewellery has implemented a four-month campaign with Golf Ads™, targeting an upper-income level audience that is captive and in a relaxed frame of mind and thus open to messaging and call to action.
The golf environment is ideal for advertising jewellery, particularly high quality, hand-finished jewellery as it allows the brand to reach and engage exactly the right target audience. Research shows that consumers who frequent the golf course and the golf club are predominantly male with an 80/20 male to female split, with 39% of golfers being under the age of 35 and a further 37% between the ages of 36 and 50. They also tip the scale as super wealthy, with 37% earning in excess of R50k per month and more than a third earning over R100k a month.
With the Golf Ads™ campaign, PANDORA is taking advantage of the lead up to the Festive Season. The brand is focusing on men, as a pillar of the campaign, because PANDORA research shows that globally, over 50% of the purchases are done by men. “PANDORA Jewellery is an aspirational brand and the wives of golfers appreciate the careful selection and thought process that goes into buying the gift. Particularly as golfers tend to spend much of their time on the golf course”, explains Peter KohlÖffel of Golf Ads™.
The PANDORA Universe of Jewellery includes a wide range of bracelets, over 700 charms to choose from, earrings, rings, necklaces, and pendants. The jewellery is made from high-quality materials and offers hand-finished and contemporary jewellery. The creative showcases the brand’s iconic charm bracelet and is visible on numerous traditional clocks across a number of golf courses throughout South Africa. The traditional clocks are positioned in key areas of the golf course, ensuring maximum visibility and impact.
For media strategists, planners and buyers looking for a specialist platform that captures the attention of well-heeled, financially-fit consumers in a relaxed environment, where they are open to engagement with brands, Golf Ads™ has the perfect solution.