Christmas Campaigns We Love
Every year some of the biggest brands in the world launch some of their biggest marketing campaigns at Christmas time, and we have picked out just a few of our favourites from the past few years.
John Lewis - “Buster the Boxer” (2016)
Every year, UK department store John Lewis, hits their Christmas marketing out of the ballpark, and 2016 was no different with their “Buster the Boxer” TV advert. Over 25 million people have watched the story of a little girl called Bridget who loves to bounce. Her parents buy her a trampoline for Christmas, but they soon find out that she isn’t the only one with a passion for jumping. Using an integrated campaign to support their TV ad, including a dedicated landing page for Buster, a collection of Buster-related product you can buy, the TV ad soundtrack, hashtags and more, John Lewis nailed it yet again. We can’t wait to see what they come up with this year!
Heathrow Airport - “Coming Home for Christmas” (2016)
Their first-ever Christmas campaign tells the story of Mr and Mrs Bair, two elderly teddy bears making their way to London to see their family at Christmas. It is full of the warm and fuzzies, with the bears wandering through the terminal, struggling to reach their suitcases and baggage claim, loveable looks and hand-holding between the couple, and a beautiful reunion at the arrival gate with their family. At the end, you see the family as humans - grandparents hugging their grandchildren. It captures the spirit of Christmas beautifully, and has left over 5 million viewers feeling that Christmas spirit.
Sydney Dogs and Cats Home - “All they want for Christmas is you” (2016)
This was an outdoor ad campaign to encourage people to give a rescue pet a home. The ads showed Australians wrapped up like a gift with the text “All they want for Christmas is you”. The ads tapped into the pre-Christmas mindset when people are pre-occupied with gifts and shopping, reminding them that giving a rescue pet a home is the greatest gift of all, encouraging adoptions and donations to the cause. We love this campaign because it doesn’t focus on the commercial aspect of Christmas, but rather on the act of giving, kindness and family - because after all, pets are part of the family too.
Edeka - “Heimkommen” (2015)
Edeka is a German supermarket, and in 2015 they released their #heimkommen campaign. It’s depressing and manipulative, but is may also be one of the best Christmas ads we’ve ever seen. It tells the story of an old man who spends Christmas by himself every year, as his children cancel their plans to visit last minute. What finally brings the family together is a reminder of not spending enough time with family, using the hashtag #heimkommen - come home. It’s dark and hard-hitting, but we don’t think that takes away from the message at all.
Carlsberg - “If Carlsberg did Christmas trees” (2015)
In a great piece of experiential marketing, Carlsberg once again brought to life their campaign“IfCarlsbergDid” with If Carlsberg did Christmas trees and a beer-dispensing Christmas tree erected in London’s South Bank, complete with beer bottle baubles, a pump for dispensing free beer and an enormous beer hop on top. The first 100 visitors also received a glass-blown ‘beerble” that could be used to drink from.
It’s a great out-of-the-box way of getting customers to associate beer with something different - Christmas, usually the time of mulled wine.
Google - Santa Tracker (2004 - 2016)
Last year was the 12th year that Google’s Santa Tracker counted down Santa’s departure from the North Pole on Christmas Eve, and every year Google ups the ante on this Christmas campaign. In addition to the countdown clock, Google also opened its Santa Village, a site for parents and educators to find activities for children, a Santa Tracker app for Android and a Santa Chrome extension (in case you want to keep track of Santa’s precise location at all times). Last year Santa’s Village was designed to look like an Advent calendar, with a new activity for each day of December. It’s fun, it’s interactive and we can’t wait to see how it looks when it’s launched this year.
While fancy TV ads, beer-dispensing Christmas trees and interactive Santa Trackers are not in every businesses marketing budget, that doesn’t mean you can’t use these as inspiration for your own Christmas marketing campaign. Think about how they make you feel, how they’ve been integrated into overarching campaigns, and how they draw people into the brand, and use that to fuel your own ideas.
And if you need some help, remember that Little Bird is your partner in marketing and we’re here to bring your Christmas marketing ideas to life. Just get in touch today for a free consultation, or have a look at our exclusive Christmas packages available right now.