Ah, the holiday season. The time of the year that has us brimming with anxious excitement, as we try to ensure everyone has a gift with their name on it under the tree, enough sugar cookies have been baked, and all the loose ribbons have been have been tied up.
This is also the time of year when the media begins to become peppered with Holiday campaigns, large and small. At first, the smattering of green and red themed commercials is light, but as December approaches, the media is engulfed, by the good, the bad, and the funny.
The team at WJ has been diligently keeping our eyes peeled, searching high and low for the perfect campaigns to gift to you, and here is what we ended up buying… into:
HotelTonight , “Visit, Don’t Stay”
HotelTonight is a mobile travel app that allows users to search for discounted hotel accommodation. Being that the holidays contribute to a huge influx in travelling plans, the company launched a campaign that taps in to the widely-spread notion that while a bit of family can be great, sometimes a lot of family can be… a bit too much. HotelTonight uses a multitude of mediums, including social media, print, and audio ads, to display comical, yet relatable messages to invoke people to “visit, not stay”, at their relative’s homes over the holiday season.
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Ready for the holidays? Cousin Gary is. And he can’t wait to tell you allll about the girl he met online. So this year, maybe visit, don't stay… and book a hotel with HotelTonight. Comment with your best family holiday stories and pet peeves for a chance to win $500 to HotelTonight this holiday season.
Waitrose, “Home for Christmas”
British supermarket chain Waitrose created a commercial that appeals to the emotional side and tugs at the heartstrings. The advert tells the tale of the onerous odyssey a young robin endures, in order to return home in time for the holidays. The robin battles against obstacles such as stormy seas, eagle talons and hungry weasels before being reunited with his mate and enjoying a holiday mince pie. The 90-second underdog story connected so genuinely with viewers that it is now being developed into a book.
H&M, “Come Together”
Retail giant H&M jumps aboard the trendy train of using big name actors and directors to create highly stylized and visually appealing commercials to showcase “H&M’s holiday collection full of relaxed, wearable elegance. It’s about mixing the informal with a sense of occasion, capturing the holiday mood for both dressing up and getting cozy with loved ones.” The short film tells the age-old story of passengers travelling to reunite with loved-ones for the holidays, but does so in a chic and elegant manner, marketing H&M apparel in an appealing manner throughout.
The moral of this Christmas campaign story is simply this: there are numerous ways you can connect with your customer through your marketing campaigns. Whether you choose to use humour to break down the walls of tough-to-crack Millennials or tell an emotional story to touch your audience and strike a chord, it is essential that you tell your story and share your message with authenticity and honesty.