Jewellery retailer Olivia Burton has launched its first UK brand TV campaign, ‘The Celestial Effect’, which showcases its Celestial Collection of watches and jewellery on national TV in time for the holiday season. Media for the campaign was bought by The Specialist Works.

The national linear TV/BVOD (Broadcast Video on Demand) campaign targets distinct audiences, Planners and Panickers. The first phase targets Planners – those typically more likely to buy Christmas presents ahead of time. It will evolve to capture the masses through the peak gifting period before shifting to target Panickers as Christmas draws closer.

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 over the weekend. Moving into December, the ad 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.

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

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.