It's fast approaching, that feel-good time of year soon, where Christmas marketing campaigns dominate our screens (no matter if it's your TV screen, mobile screen, tablet screen or a billboard). Before we do get into this, we will be honest with you - the Coca Cola Christmas truck campaign which has been going on since 1995, a whopping 24 years) will feature in this blog post because it is just quite simply iconic!
In a world of Instagram Christmas campaigns and a chase for the best Christmas social media campaigns being the common dominator in general, we look back at some of the most creative campaigns. These campaigns not only sell a product or brand so well but also has the ability to really pull on our heartstrings because let's face it, that is exactly what advertising during the Christmas season is about.
Get ready for a trip down memory lane, we'll be digging out some very old campaigns that you may have forgotten about and also shining a light on some recent ones that really hit home.
KLM (Royal Dutch Airline)'s Bonding Christmas Buffet is a great example of getting people together. The essence of this is the more people who sat down, the more the table consisting of the buffet would then be activated and brought down, people of different ages, cultures and all walks of life sat next to each other, laughing and smiling.
What's so great about this is it really makes you appreciate family, KLM has brought that sense of family and being around the table, with complete strangers being brought together and not having to be stuck in an airport by themselves, looking at their phone, wishing they were with their loved ones. Of course, it would be amazing to be at home with their loved ones, but sometimes circumstances do not allow that, especially when you are stuck at an airport!
The execution of this is sublime, the KLM blue branded seats, the table elevated to spark intrigue, and then when the table does finally come down, there is just something about the brightly lit lights on the table that just warm the heart.
An additional touch would have been to do a love hearts vibe, with on the table that had heartwarming messages to everyone who sat down.
There are multiple ways you can bring your family together and spread the love this festive season. We discussed earlier the sentimental value of Christmas Cards, and how you can make your loved ones feel appreciated.
Coca Cola decided to bring a real-time experience to two cities - Lapland and Singapore, both very contrasting places, but a very heartwarming reason behind the contrast. The whole experience consisted of two perfectly branded red Coca Cola machines being positioned in Finland and Singapore, but both played a different role. Each machine featured a screen and a live feed.
The concept execution got people in Lapland shovelling snow into the festive machine, which then activated real snow to emerge from the machine in Singapore. Allowing them to have a White Christmas, and bringing the sense of togetherness with the screen, natives in Singapore would see locals in Lapland as they activated the machine, not only by shovelling snow but throwing snowballs into the machine.
As the ad comes to a close, a reindeer makes a feature and of course - boxes of Coca Cola are distributed to both Lapland and Singapore and a real snowball fight is occurring in humid 29° heat Singapore.
Putting all the drama aside that we've been hearing about Toys R Us UK going into administration, this campaign was iconic to so many peoples childhood, Toys R Us hit Christmas hard, year after year. You heard those first lyrics 'There’s a magical place, we’re on our way there...' and Christmas was the first thing that we thought about.
They've got it to spot on, as you go on the journey from the offset, in the car arriving at Toys R Us, with Geoffrey the Giraffe helping out in the store, he quickly became a household character. The most genius thing about this campaign is that there was no mention or sight of Christmas, and yet because of the period that it was released in it was instantly associated with Christmas for years on end.
Samsung Malaysia creates a beautiful, heartwarming experience for the viewer with their 2017 Christmas ad, the video follows a concierge who goes over and beyond for all of his residents. In the video we see him adapt to several celebrations including Diwali, Hannukah and even Chinese New Year, decorating his residency (being the front desk) to suit each celebration in the Holiday Season.
There is some light shun upon the Samsung, as the kid highlights the concierge's phone - an old and dated Samsung. He asks 'is this your phone, but even whilst not being able to afford a new phone, he still doesn't let that get to him and carries on doing his job to the fullest. Make sure there is a smile on everyone's face who walks through his front area, sometimes having to work to the early hours of the morning to make sure the decorations are all hung up.
The video draws to a close with him being presented with a brand new Samsung, by the little boy, being photographed by the residents as they pose next to each other, smiling away as Samsung camera lights flash in abundance, creating such a heartwarming tone
Moving away from adverts for a while to get creative digitally, and highlighting Google and their genius holiday Christmas campaign - Santa Tracker, which used Google Earth to visualise Santa's journey, it was something to get not only children excited but also adults! Something to get everyone in the festive spirit, and also give us a distraction from the last minute bits at Christmas.
Before December 24th, if you go onto the Santa Tracker site, it takes you to Santa's Village (from the 4th December) and as you press play, you're greeted by a map on a wooden surface and 2 elves mapping out where Santa will be going next.
Clicking through, you get a map with different countries greyed out, that play a role to be the guideline of where the pieces on screen need to be placed, it creates a geographical touch, for an educational value.
We did mention it would be covered in this post, because how can it not?! Allegedly the reason why the Santa costume changed from green to red (spoiler alert: this was a myth). That being said, imagine having such a powerful effect with your campaign that you could possibly be the reason why something so big as Santa's costume changes from green to red, THAT is exactly what Coca Cola has done.
It's such a heartwarming and festive advert to get you in the holiday spirit, as you see the stars light up and the lights on the trucks brighten up everywhere they go. Then that iconic moment where the father and son stop in their pickup and watch the trucks go by, followed by Santa raising his glass bottle of coke and drinking it.
Inspired by these creative Christmas campaigns? Why not spread the joy of Christmas yourself with our Printed Greeting Cards on recycling paper. Take a read here on the importance of custom Christmas cards and why you should consider writing this year.
Budweiser End To Prohibition Image
Another drinks brand, where Budweiser went over and above with this one, thinking OUTSIDE of the box, with their execution. Dating back to the 5th December 1933, this prank on an Atlanta Bar was an interesting way to make people aware of their valuable rights and bring the joy of Christmas.
People scrambled around as they were greeted by a fake news broadcast stating that Prohibition had returned, this was coupled with smartphone alerts, which really got the crowd roaring to go. "We want beer" followed by profanities bellowed through this Atlanta bar.
It's quite an achievement that people fell for this prank, as they called their families concerned and shouting about their rights, and then the takeover happened - giant kegs of Budweiser were brought into the bar after a newcast announcing alcohol was back, to the joy of punters smiles creeping upon their faces. Budweiser is the solution to such a massive and outlandish debacle and they got into the minds of everyone in that bar, even if someone didn't like Budweiser, they LOVED Budweiser at that moment.
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