Christmas is always a good time for marketers to launch campaigns, create online buzz and drive traffic. There are so many insightful ideas in Christmas 2018. Take a look at Comms8’s favourite ad of this festive season!
Erste Group: What would Christmas be without love?
The Christmas ad of Erste Group could be a textbook example for content marketing. The video is about a Christmas surprise prepared by the classmates of an “isolated” hedgehog. It is warm and touching, and nothing about Erste Group’s business, except the flipping logos at the end. This is how good content marketing should look like. This heart-warming content generated over 1 million views on YouTube and successfully impressed the audience. Erste Group built a caring corporate image and broke the stereotype of being cold and dull as a financial institution. Watch the Christmas surprise here: https://www.youtube.com/watch?v=Icx7hBWeULM
IKEA Italy: Change the usual Christmas with IKEA
IKEA is always good at telling stories with their products. This year, they demonstrated a creative way of celebrating Christmas – to spend a warm one with a complete stranger in the broke down lift in IKEA. Turning the out-of-order lift into a cosy space with everything you just bought from IKEA, the unusual way of spending Christmas (and your time waiting for rescue!) reinforced the humourous image of IKEA. It also reminded audience how IKEA always think outside the box – so do the customers. Unlike Erste Group, this Christmas ad is a live IKEA catalogue where brand logo and products were showcased from the first second until the last of the clip. When it comes to good product placement, it is not going to annoy you but to amuse you. Get some inspiration from IKEA: https://www.youtube.com/watch?v=t2XtlMYl7gY
Apple: Share your gifts
Which word best describes Apple? Outstanding? Creative? Pioneer? Yes, I would say all of them. Their Christmas ad this year continues to emphasise these characteristics of Apple by telling a story of how a girl changed from shy to confident and embraced her painting talent. It sounds like another example of content marketing (even Apple did subtly place their product in the ad), but it’s not. One of the core values of Apple is to “think different”, but you won’t succeed by just thinking – you have to act. In this ad, instead of just repeating the same key value (“think different”), Apple cleverly strengthen their brand image by adding new element (“take action”) to their brand message and make it more comprehensive. Shaping a brand’s image in different dimensions will create a bolder and livelier impression to audience. Click to see the gift from Apple: https://www.youtube.com/watch?v=3dJCroCMBPM
Integrate Christmasinto brand value
Christmas is the time when family come together so it is not hard to understand why “reunion” is an evergreen topic of Christmas ads and emotional hook plays an important role. Marketers are now trying to play with different messages other than “reunion”. The 3 picks above are some good examples of how brands step forward to relate the emotional needs of audience during this festive season with their brand values to build a more solid brand image. A good ad should bring value to the audience rather than just delivering commercial messages.
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