| Title | #ITSTHESHIT |
| Brand | POST DANMARK |
| Product/Service | POSTAL SERVICES |
| Category |
E03. Webisodes/Series |
|
Entrant Company
|
HJALTELIN STAHL Copenhagen, DENMARK
|
|
Advertising Agency
|
HJALTELIN STAHL Copenhagen, DENMARK
|
|
Media Agency
|
OMD Copenhagen, DENMARK
|
|
Production Company
|
PEGASUS PRODUCTION Copenhagen, DENMARK
|
Credits
| Emilie Brandt |
Hjaltelin Stahl |
Producer |
| Nicolai Stahl |
Hjaltelin Stahl |
Creative Director |
| Niels Heilberg |
Hjaltelin Stahl |
Art Director |
| Magnus Millang |
Hjaltelin Stahl |
Director |
| Jakob Ølgaard |
Hjaltelin Stahl |
Editor |
| Jan Pallesen |
Hjaltelin Stahl |
Photographer |
Creative Execution
Although Christmas cards are analogue, it was crucial to make the campaign work digitally and socially, considering the target group.
We added the 3 campaign videos to Youtube and Facebook.
All activities led to a mobile site where you could wish for a Christmas card. Or you could make one yourself through the Postcard app and send them to friends and family. The cool thing is that Post Danmark would actually print and send the Christmas cards.
The social media activity has given many reactions. The campaign has influenced both the young people's perception of Post Danmark, and even made a good tone among the more traditional Christmas card audience. People have been more motivated to send Christmas cards and use Christmas stamps. Furthermore, the campaign hashtags were used extensively on social media. Finally, the young people could experience the joy of receiving Christmas cards.
The videos had 1.492.465 views, where 304.403 were organic.
69 % of viewers saw the webisodes in full length!
70 % of the site traffic came directly from films.
Most young people have never sent or received a Christmas card, and that's a shame. They simply don't know how they work, and sadly they will never experience the joy of receiving one. It's way more personal to send a Christmas card than making a Facebook post. In fact, the christmas card is a very social medium.
Post Danmark wanted to stay in touch with the young generation. So the objective was to show the youth of Denmark in a fun way how to make Christmas cards and how to send them.
To make young people send more Christmas cards we made three videos designed as humorous motivators, packed with Christmas spirit, hashtags and Danish sarcasm.