Like Burberry last summer with its digital kisses, French jewelry-maker Van Cleef & Arpels is aligning internet technology, luxury products and sentimental messages in a new campaign.
Through a dedicated website, fans of the brand can create an eight-second video poem on the theme of luck, send it to a friend, and register to win a trip to the opening of the Van Cleef & Arpels flagship store in New York.
The “8 Seconds of Luck” website draws inspiration from the famous maxim of Jacques Arpels, nephew to the company’s founder, who declared that “to have luck, you must believe in luck.”
Visitors to the website choose three elements that will determine the content of their video: a precious stone or metal, a line of Van Cleef & Arpels jewelry and a short quote. Or, for those who like to leave things to chance, click on “Believe in Luck” to have the three elements chosen randomly.
Users then write a message to accompany their video. After clicking “Create,” users see an eight-second video with a varied assortment of pleasant images, followed by the message. The video can then be saved and sent to loved ones. Through October 23, users can also register for the sweepstakes to attend the Van Cleef & Arpels New York flagship opening.
A fun way to connect with friends and family, the site also offers a chance to become acquainted with Van Cleef & Arpels’ jewelry, and particularly with the Alhambra and Perlée lines.
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