Pandora, the jewellery brand which started a charm collecting frenzy, is giving a preview of its Essence collection via mobile.
The Big Mobile created campaign uses phone cameras and HTML5 technology to let users select up to 5 charms and super impose them onto an image of their wrist.
Users are able to share their Pandora experience via Facebook and are able to save the image to their phone.
The campaign is targeting women, 18-49 year olds.
Glenda Wolman, vice president of marketing at PANDORA Australia, said: "This mobile execution provides an exciting new means for us to reach out to out PANDORA audiences. The campaign eloquently communicates the layered concepts behind the PANDORA Essence Collection in a very clean and simple but highly engaging way."