Title	THE MAGICAL ADVENT CALENDER
Brand	TELEKOM DEUTSCHLAND GMBH
Product/Service	BRAND
Category	C03. Brand Experience: Integrated
Entrant	DDB GERMANY HAMBURG, GERMANY
Idea Creation	DDB GERMANY HAMBURG, GERMANY
Idea Creation 2	adam&eveDDB London, UNITED KINGDOM
Media Placement	MEDIACOM Düsseldorf, GERMANY
Production	UNIT9 London, UNITED KINGDOM
Production 2	TONY PETERSEN FILM Hamburg, GERMANY
Production 3	THE MILL London, UNITED KINGDOM
Production 4	HASTINGS MUSIC Hamburg, GERMANY
Production 5	MOKOH MUSIC Berlin, GERMANY
Additional Company	FACTORY London, UNITED KINGDOM
Additional Company 2	SONNY London, UNITED KINGDOM

Name	Company	Position
Dennis May	DDB Group Germany	Chief Creative Officer
Fabian Roser	DDB Group Germany	Managing Director Creative
Ben Priest	adam&eveDDB	Manging Director Creative
Karsten Ruddigkeit	DDB Group Germany	Executive Creative Director
Kristine Holzhausen	DDB Group Germany	Creative Director
Paul Knott	adam&eveDDB	Creative Director
Tim Vance	adam&eveDDB	Creative Director
Dominika Zajac	DDB Group Germany	Art Director
Chloe Pope	adam&eveDDB	Art Director
Alessandro Rocco Tramontana	DDB Group Germany	Art Director
Carsten Hohenstein	DDB Group Germany	Senior UX Designer
Jessica Morris	adam&eveDDB	Copywriter
Jeannette Bohné	DDB Group Germany	Copywriter
Thomas Köhler	DDB Group Germany	Copywriter
Katrin Spiegel	DDB Group Germany	Client Service Director
Franziska Fischer	DDB Group Germany	Account Director
Lena Landsberger	DDB Group Germany	Account Director
Belinda Menzel	DDB Group Germany	Account Manager
Arianna Giese	DDB Group Germany	Account Manager
Natalie Kröger	DDB Group Germany	Account Manager
Stefan Sindram	DDB Group Germany	Head of Strategy
David Golding	adam&eveDDB	Chief Strategy Officer
Meike van Meegen	DDB Group Germany	Head of TV
Crille Forsberg	Crille Forsberg	Camera
Fredrik Bond	Fredrik Bond	Director
Rufus Beck	Rufus Beck	Narrator Audiobook
Jan Brandt	Jan Brandt	Author
Anthony Moore	Factory Studios	Sound Engineer
Hans Christian Sametzki	HASTINGS Music GmbH	Sound Engineer

The Campaign

It’s a German tradition to give kids an advent calendar on the first of December. The 24 doors, hiding a chocolate treat, are opened daily till Christmas eve on the 24th. The campaign: “The magical Advent Calendar” plays with that tradition by creating a multimedia experience that offers new content daily. In the story little Jonas – a boy who would never share – finds the magical calendar and discovers that he can’t open the little doors on his own. Only with the help of others he can open the doors and reveal the chocolaty treat. While the film ends with Jonas sharing the last piece of chocolate with his sister Sara, the whole story was revealed piece by piece in an interactive audiobook via the website and Soundcloud. By creating 24 episodes the campaign accompanied the Germans through the whole Christmas season.

Creative Execution

The film … … was shot in the UNESCO cultural heritage ?eský Krumlov. The film was released in a 2 minutes long version on Youtube first, before it hit TV and cinema. The title song, originally written and composed by Mick Jagger and Keith Richards, “You can’t always get what you want” supported the message: “life is more rewarding when you share” ideally. On the website … … Jonas’s room war created in 360°. Here users could open a new door of the magical advent calendar daily and dive into interactive adventures. The audiobook … … was teased online and fully released via Soundcloud. It was especially written for the campaign to tell the full story of the magical advent calendar. The audiobook was read by the famous German actor and voice-artist Rufus Beck. All these elements created a multichannel storytelling experience.

The film “The magical advent calendar” was watched almost 13. Mio. times and became the most successful Youtube-Ad in 2016. And many viewers followed the teaser to find out more and went online. The website was visited more than 500k times and offered a mobile first 360° online experience. From here people were directed to Soundcloud, to discover the audiobook. The first episode was played over 80K times and the whole playlist made it No. 1 in the official German audiobook charts and No.6 in the official German album charts. Based on that it’s safe to say that the campaign was a success. The famous Telekom claim: “Life is for sharing” came to life as Telekom shared new stories daily.

Deutsche Telekom believes that “Life is for sharing”. Therefore, the campaign was shared over various specialized platforms, creating one storytelling approach. Starting with the film “The magical advent calendar”, on Youtube and in TV, the users were directed to the website, where a virtual calendar* revealed new interactive games and audiobook teasers daily. While the website was designed for “interactive snack content”, the audiobook was hosted on Soundcloud. Here a new episode was released daily, revealing the whole story in 24 chapters. *(A German tradition where a chocolaty treat is revealed daily from the 1st to the 24th December).

Instead of creating “only” a film, the idea was to be present all Christmas season. Therefore, the campaign first kicked-off with the Christmas film on Youtube – where it quickly reached almost 13 Mio. views, making it the most successful Youtube-Ad in 2016. Online, TV and cinema teasers revealed that there was a lot more to discover. Via the website Der-magische-adventskalender.de the users could enter Jonas’s world. Here the magical calendar revealed new interactive adventures daily as well as an audiobook teaser. As the website was created to share “snack-content” the audiobook was hosted on Soundcloud, a platform where visitors are used to spend more time on. Here they could listen to a new audiobook episode daily. By revealing new content every day, the campaign stayed relevant through the whole season and gave people a reason to come back to the website and Soundcloud daily.