Top model day returned on Thursday. ‘GNTM’ is heading into a new season, and this time around it’s worth tuning in early. At 8:13 pm, the network will be broadcasting a spot that is part of a comprehensive staging campaign produced by SevenOne AdFactory and BCN for their customer Pandora.
Print plus TV plus online
The spot is part of a comprehensive native campaign for jewellery manufacturer Pandora. The idea: Pandora fits top model Rebecca Mir with jewellery for a photo shoot with Elle and InStyle, accompanied by video cameras. Fashion journalist Anna Ziegelbauer appears on camera to offer her InStyle expertise and provide tips on current jewellery trends. Pandora’s Head of Marketing, Julia Kogge, offers her insights as well. Elle, Harper’s Bazaar and InStyle accompany the ad with three online native articles and the photo shoot itself will be featured in Elle and InStyle (issue 5 of each title, respectively) as a native content ad. ProSieben produced the videos. The photo shoot that provided the images for the content on all of the channels in the BurdaStyle Luxury brands was carried out by the native experts at these brands together with the InStyle editorial team.
Added value for clients
“In collaboration with SevenOne Media AdFactory, we have developed a package that is strong on content and easy to roll out, too. The BurdaStyle Luxury brands offer credible, high-quality advertising platforms. With this combination, clients can reach larger, and more involved targeted audiences all under one roof. It’s an offer that provides clients with true added value.” Michael Samak, BCN CEO
Then there is the native approach. According to Samak, “we produce contents that are individually tailored to the needs of our clients, and that appeal to the interests of both consumers and editorial platforms.”