SWAROVSKI LAUNCHES “KINGDOM OF JEWELS
On the theme of the Fall-Winter 2012/13 Collection entitled “Kingdom of Jewels” and created by Artistic Director Nathalie Colin, SWAROVSKI is offering exclusive privileges to its customers, presented through an online campaign www.kingdomofjewels.com from August 27 to September 30, 2012.
The digital campaign introduces us to the “Kingdom of Jewels” Fall-Winter 2012/2013 Jewelry and Accessories Collection, available from September 2012 in all SWAROVSKI boutiques.

Welcome to the Empire of Jewels: www.kingdomofjewels.com
The www.kingdomofjewels.com website invites visitors into the SWAROVSKI Kingdom. For one month, they will have access to an interactive guide designed especially for SWAROVSKI customers by key opinion leaders and bloggers selected in each country. Videos will reveal all the secrets of the “Kingdom of Jewels” collection: its inspiration, its muse, its campaign.
In Paris, Hong Kong and New York, some will have the chance to obtain exclusive and exceptional VIP passes. To achieve this, 100 “jewels” will be available per city (Paris, Hong Kong and New York) for those quickest to visit a selection of boutiques. Each “jewel” is a faceted clear crystal kitten, engraved with the name of the competing city and a code. Once registered on the www.kingdomofjewels.com website, participants will have access to a choice of unique experiences linked to music, culture and fashion.
The “Kingdom of Jewels” concept will be extended to 12 additional cities: London, Madrid, Shanghai, Amsterdam, Milan, Stockholm, Berlin, Sao Paulo, Seoul, Istanbul, Montreal and Melbourne. In September 2012, customers in all these cities will be able to discover a specially created agenda on the website.
In addition, the whole world will be able to take part in a general competition, still accessible from the website: www.kingdomofjewels.com. A unique and very special prize will be offered to the winner, who will be drawn and announced in October 2012.
Kingdom of Jewels” integrated campaign:
As a preview of this unique digital campaign, SWAROVSKI presents 3 films that reveal the secrets of the “Kingdom of Jewels” collection and the concept of this exceptional campaign. The films will be available on the www.kingdomofjewels.com homepage of each participating country, as well as on SWAROVSKI’s social networks.
The first two films feature the new Autumn/Winter 2012/13 collection, with the participation of SWAROVSKI Artistic Director Nathalie Colin and her muse Brisa Roché.
A DJ, blogger, designer and painter, Brisa Roché is above all a singer. Against a backdrop of electro-rock music and video clips with a very “Rock Royalty” feel, Artistic Director Nathalie Colin takes us into a universe as opulent and baroque as it is minimalist and contemporary.
“I wanted to describe the “slash girl” who plays with inherited codes and values, hijacking them with her own personal touch. Rebellious and self-confident, she assumes her style with complete freedom. Her jewelry reflects her image: a mix of medieval, oriental and Shakespearean inspirations that, when revisited, give her the look of an avant-garde rock artist,” explains the designer.
The third film focuses on the “Kingdom of Jewels” concept and the “royal” experiences offered to SWAROVSKI customers.
The campaign will be supported by digital advertising, points of sale equipped with QR codes and visuals. Customers will also be able to access www.kingdomofjewels.com directly via the www.facebook.com/SWAROVSKI platform.
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Cette publication est également disponible en : Français (French)
