Olivia Burton launches first ever TV campaign

Olivia Burton has partnered with media agency The Specialist Works for its first ever TV campaign ahead of the festive season. Titled The Celestial Effect, the campaign aims to showcase the brand's Celestial collection of watches and jewellery.

The campaign is The Specialist Works’ debut for Olivia Burton since its appointment as media partner earlier this year.

Described by the brand, the Celestial Effect collection is a magical expression of the sense of confidence we feel when we wear amazing accessories. The advert aims to encapsulate Christmas and gifting in a non-obvious and surprising way.

Produced by Toast TV, the advert 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 effect.

The Specialist Works agency is aligning the national campaign with distinct audience segments, initially targeting "present planners" or those typically more likely to purchase Christmas presents early. Over time it plans to capture the masses through the peak gifting period, before shifting once more to reach "the panickers" as it draws closer to Christmas.

Sarah Razvi, Senior International Marketing Manager at Olivia Burton, said: “It was clear right away that The Specialist Works had a unique level of granular planning and could build reach efficiently and quickly with minimal waste. They also have vast experience working with gifting brands, so we knew we’d be in good hands for our debut TV campaign.”

Working alongside the TV campaign, Olivia Burton is also developing a Celestial filter on social media to extend campaign reach.