| Title | THE LETTER |
| Brand | OTTO |
| Product/Service | WWW.OTTO.DE |
| Category |
C01. Online Ad |
|
Entrant
|
HEIMAT Berlin, GERMANY
|
|
Idea Creation
|
HEIMAT Berlin, GERMANY
|
|
Production
|
STINK Berlin, GERMANY
|
|
Production 2
|
PSYOP New York, USA
|
|
Additional Company
|
LOFT TONSTUDIOS Berlin, GERMANY
|
Credits
| Guido Heffels |
HEIMAT Berlin |
Chief Creative Director |
| Maik Richter |
HEIMAT Berlin |
Managing Director |
| Sabina Hesse |
HEIMAT Berlin |
Creative Director |
| Ricardo Distefano |
HEIMAT Berlin |
Creative Director |
| Julia Bubenik |
HEIMAT Berlin |
Agency Account Supervisor |
| Sandra Bernin |
Otto |
Client Account Director |
| Claudia Cantus |
Otto |
Client Account Manager |
| Sandra Albers |
Otto |
Client Account Manager |
| Francisca Maier |
HEIMAT Berlin |
Agency Account Manager |
| Sina Heimann |
HEIMAT Berlin |
Agency Account Manager |
| Guido Heffels |
HEIMAT Berlin |
Creative Director |
| Lisa Yvonne Heimgartner |
HEIMAT Berlin |
Copywriter |
| Albert Chan |
HEIMAT Berlin |
Art Director |
| Alexander Münzer |
HEIMAT Berlin |
Agency Producer |
| Marie Hyon |
Psyop |
Director |
| Marco Spier |
Psyop |
Director |
| Julian Holland |
Stink |
Executive Producer |
| Lydia Holness |
Psyop |
Executive Producer |
| Frank Naranjo |
Psyop |
Lead Technical Director |
| Liam Griffin |
Psyop |
VFX |
| Arsen Arzumanyan |
Psyop |
3D Animator |
| Sam Crees |
Psyop |
3D Animator |
| Henning Koczy |
Psyop |
3D Animator |
| Ryan Moran |
Psyop |
3D Animator |
| Pat Porter |
Psyop |
3D Animator |
| Anthony Travieso |
Psyop |
3D Animator |
| Efrain Cintron |
Psyop |
2D Animator |
| Sarra Idris |
Psyop |
Editor |
| Marco Schubert |
Otto |
Client Creative Director |
| Ethan Spiro |
Psyop |
Editor |
The Campaign
The concept behind the Christmas campaign was to make the campaign itself a gift – in form of a magical animated film. At its core is the idea „Christmas is inside of us all“ remembering what Christmas is truly about: the joy of fulfilling long-desired heartfelt wishes, particularly those that we all carry inside of us. Giving, without expecting anything in return, with unconditinal dedication and despite all obstacles.
The story itself follows a mailman, who, on a cold December night, finds the unopened, long-lost letter of an unknown boy and then sets out to fulfill this little boy’s long awaited wish.
Creative Execution
Implementation
A new campaign mechanic. Instead of conventional TV spots – an 82” animated film was launched across social media first and could only be viewed online. A short 20” TV trailer promoted the online film and the landing page, where the audience could find the film, the specially composed song, an audio book and the „the sky of wishes“, where people could post their own long awaited wishes. All media activity (TV, online banners, etc.) served as teasers for the main film. A huge organic platform on which the borders of shop and campaign were blurred.
Timeline
The campaign ran from November 17th till December 14th.
Placement
The full-length film was hosted on YouTube, Facebook and on a temporary landing page specifically developed for the campaign. A 20” TV trailer was run to promote the online film and the landing page.
Scale
Germany-wide: TV, online and print.
Reach
More than 8 million combined views of the online film on YouTube and Facebook. The TV trailer came in touch with 269,5 million (gross) people with a total GRP of 846.
Engagement
1+ million visits on the landing page with an average dwelling time of approx. 2 minutes. 77,000+ likes, 27,000+ shares and close to 5,000 comments on the online film. A very high proportion of people also shared the film on their own social accounts.
Sales
OTTO achieved an increase in turnover of 17%.
Achievement against business targets
With the new campaign mechanic, OTTO dominated the advertising market in Germany. It became the most successful Christmas campaign in OTTO’s history.
Data gathering
In times of uncertainty in which one horror message follows another, people feel the urge for an emotional calm anchor on Christmas time.
Target audience (consumer demographic/individuals/organisations)
The target market is most likely in their 20s, 30s and 40s and they are able to spend on clothing, furnishing and technologies for the their family or loves.
Relevance to platform
Each individual element was part of a large organic platform and synchronized with the great picture, organically built around the Customer Journey. At decisive points, people were invited to watch the film. With another click they could find present ideas on otto.de. And were able to share the joy
Approach
The biggest activation campaign of all times. Without specific products or additional percentages, but with the core to make the campaign itself a gift.