Every marketer understands the importance of effective campaigns during the holiday season. While planning (read: should) starts early in the year, most marketers live on a campaign cloud until the end of the year. Mega-events like Black Friday and Cyber Monday raked in approximately $87 billion last year (source: finder.com).
Last year’s Christmas adverts were more product focussed, and this year we see the trend tilting towards emotions, children, family ties and relationships. We scoured different international campaigns for the cool Christmas/holiday ads, and here’s a round-up of some of them:
Bouygues Telecom (France)
Last year, the French telecom giant’s holiday campaign got them 146 million views. This year they teamed up with the French advertising agency BETC once again to release an emotional video of a young girl who thinks she is calling Santa, but it’s her father who answers her calls, pretending to be Santa. Their 2019 holiday slogan is “At Christmas, share what really matters”.
Through this campaign, Bouygues puts the highlight on the sharing spirit, family time and emotional moments. Will they surpass the 150 million views this year? The end of December will tell us more.
This year seems to be focussed on featuring children. FedEx, the delivery mammoth, centered its advertising around the creative use of the delivery cartons, a story previously explored by Amazon. Crafted by BBDO, a New York marketing agency, the advertisement features an imaginative young girl playing around with empty cartons. This advert evokes childhood nostalgia and hopes to connect with the inner child in all of us.
John Lewis, United Kingdom
The UK based high-end departmental store is known for its legendary Christmas ads. Last year, the ad featured the iconic Sir Elton John, and the previous years presented stories of a penguin looking for love, man on the moon, story of a dog and a monster.
This year the brand partnered with the grocery store Waitrose and agency Adam & Eve / DDB create yet another emotional message with a dragon who is sadly rejected by his village. This touching film features a young girl (again) and focusses on the caring aspect of Christmas.
The car manufacturer BMW devised an awareness campaign around road safety for the holiday season. The end of year celebrations are synonymous with festivities involving big family meals, and while it is highly forbidden to drive after drinking, it is also very important to pay attention to the climatic conditions when driving.
BMW designed a safety card that is installed on the driver’s rear viewfinder has an accelerometer that detects movements of the car. When the card detects any violent movement, or a big acceleration, Santa’s famous “Oh oh oh” comes on to tell you about your dangerous driving.
The car manufacturer created this holiday spirited safety card to remind its users that they care, and reinstates their focus on road safety.
Helsingin Sanomat (Finland 2018)
Last year, the leading newspaper in Finland, Helsingin Sanomat, worked with TWBA in Helsinki on a spin-off on the famous ugly Christmas sweater trend. The ingenious idea behind the sweaters was to shed a light on the ugly issues of the world like climate change, plastic in the oceans, sexual harassment, technological manipulation, and war. The collection is sold with a very clever tagline “The truth may be ugly, but it never goes out of style”. This shows the newspaper’s integrity to inform their readers of the real, factual problems in this world.
What are your favorite holiday season ads? Any funny, cute, simple, strategic ones that you would like to share in the comments below?