Title | OTTO "LA PAZ" |
Brand | OTTO |
Product/Service | ONLINE RETAILER |
Category |
D04. Brand / Product Video |
Entrant
|
HEIMAT Berlin, GERMANY
|
Idea Creation
|
HEIMAT Berlin, GERMANY
|
Media Placement
|
PILOT Hamburg, GERMANY
|
Production
|
BIGFISH FILMPRODUKTION Berlin, GERMANY
|
Credits
Guido Heffels |
HEIMAT, Berlin |
Chief Creative Officer |
Matthias Storath |
HEIMAT, Berlin |
Chief Creative Officer |
Teresa Jung |
HEIMAT, Berlin |
Creative Director |
Lars Wohlnick |
HEIMAT, Berlin |
Creative Director |
Lisa Yvonne Heimgartner |
HEIMAT, Berlin |
Copywriter |
Daniel Mulloy |
HEIMAT, Berlin |
Copywriter |
Vivien Ott |
HEIMAT, Berlin |
Account Director |
Lena Lehmann |
HEIMAT, Berlin |
Account Director |
Maik Richter |
HEIMAT, Berlin |
Managing Director |
Alexander Glasneck |
HEIMAT, Berlin |
Strategy |
Daniel Mulloy |
BigFish, Berlin |
Director |
Matyas Erdely |
BigFish, Berlin |
Cinematographer |
Jacob Ipsen |
BigFish, Berlin |
Editor |
Julian Eguiguren |
BigFish, Berlin |
Editor |
Background
Christmas 2017. OTTO, the biggest German online retailer wanted to surpise the audience – not with just another tearjerking Christmas commercial, but with a topic everyone can relate to. A question became the center of attention: When does Christmas start for us? There are so many precious Christmas moments, but Christmas truly begins, when people come together – regardless of their location or the situation they are currently in. Mutual understanding, altruism: OTTO wanted to create an important reminder of the values of humanity – which in times like these are more important than ever.
Describe the strategy
The aim was to develop a humanly, warm-hearted, humorous and attention-catching promotion, with diverse application possibilities. The national Christmas campaign had to be unexpected and clearly refrain from other Christmas campaigns.
Describe the execution
We also promoted the story of “Together it’s Christmas” in a 30” TV version. Our target: raising awareness for OTTO and drive people to visit the microsite to see the whole story – and of course to shop for Christmas gifts. The 30“ TV version was aired for 6 weeks on RTL, VOX, SuperRTL, RTL Nitro, Sat.1, ProSieben, Kabel Eins, ProSieben Maxx, Sixx, Sat.1 Gold and RTL II. We also promoted the story with TV cut-ins, bumper ads on Facebook and YouTube, display and video ads, digital out-of-home billboards and giant posters. On our microsite we offered 20.000 free song downloads from “Feliz Navidad” and started a cooperation with „Deutsche Post“ – 50.000 postcards could be send out for free. Furthermore, we shared specific content about Christmas in Bolivia.
List the results
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