2017 Glass: The Award for Change

#SANTACLARA CHRISTMASFILM

ClientLIDL STIFTUNG & CO. KG, STIFTSBERGSTRAßE 1, 74167 NECKARSULM
Category A01. Glass
Title#SANTACLARA CHRISTMASFILM
Product/ServiceRETAILER / SUPERMARKET
Entrant ÜBERGROUND Hamburg, GERMANY
Idea Creation ÜBERGROUND Hamburg, GERMANY
Production BIGFISH FILMPRODUKTION Berlin, GERMANY
Credits
Name Company Position
Jo Marie Farwick Überground GmbH CEO
Nikolaus Ronacher Überground GmbH Creative Director
Kathi Walter Überground GmbH Art Director
Christian Ruess Überground GmbH Art Director
Simon Heeger & Christian Vorländer 2WEI Music Music
Danilo Klöfer, Ute Ressler Überground GmbH Agency Producer
Nathan Price Bigfish Berlin Director
Martin Ruhe Bigfish DOP
Jana Liebig Überground GmbH Copywriter
Ramona Schulze Überground GmbH Copywriter
Roman Mitterer Überground Art Director
Andrea Roman-Perse Bigfish Berlin Executive Producer
Pacco Nitsche 27km Executive Producer

Creative Execution

We changed Christmas for the better and came up with the redefinition of Santa Claus. With #SantaClara, a new ambassador of a new kind of Christmas. We spread the first ever gender Christmas-message of equality with a huge 360 degree all media campaign including a Viral, a Number One Hit and a chartbreaker in Europe. To initiate the viral distribution of the video across 16 markets, it was crucial that paid, owned and earned media worked smoothly together. The client’s owned platforms, especially YouTube, were to host the video and music content while paid media ensured a high reach within the target audience. The earned viral distribution was achieved through sharing among the audience. Besides traditional media channels, such as TV, Outdoor and Radio, the media mix focused on digital channels, including video distribution across VOD, social and open web, as well as YouTube search and influencer activations.

With over 75 Mio. views and 400.000 shares, #SANTACLARA reached 4th place of Most Viral Christmas Ads online (Campaign PR Value 8.5 Mio €, and in addition #1 Spotify Viral Charts) ever. As Paris Hilton or Eva Longoria twittered their solidarity with #santaclara we knew, the message was understood. PS: for the first time, the main role in the Disney-Christmas movie 2017 is not Santa Claus, but? A woman! 521.000 Social Media Interactions #2 iTunes Video Charts 1.183.158 YouTube Views 1.231.272 Streams 119.492 Shazams

Think tanks were held in advance to challenge the feeling from the gut, that Christmas makers are female. And we asked the people: What needs to be changed? We came up with the redefinition of a very male Christmas role model – Santa Claus. With #SantaClara, a new ambassador of a new kind of Christmas. A Christmas really for everybody. To spread the message we used a medium people naturally engage with: music. And opened the official backdoor of the brain – people's ears. The target audience was clear: We wanted to reach everyone in Europe.