Cannes Lions

The Letter

HEIMAT, Berlin / OTTO & CO KG / 2016

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Overview

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Credits

Overview

Description

The OTTO Christmas film „Christmas is inside of us all“

Last Christmas, German online retailer OTTO surprised the people with another unique campaign.

A magical 82“ animated film with a true message: Christmas is inside of us all.

A message, where OTTO remembers what Christmas is truly about: the joy of fulfilling long-desired, heartfelt wishes, particularly those that all of us carry inside. Giving, without expecting anything in return. The film follows the story of a mailman, who, on a cold Dezember night, unexpectedly finds the unopened, long-lost letter of an unknown boy and then sets out to fulfill this little boy’s long-awaited wish. Calmly and silently – just like Christmas.

Execution

The German online retailer OTTO suprised with a new campaign mechanic. Instead of conventional TV spots, we created a magical 82” animated film which could only be viewed online from November 17th till December 14th.

A short TV-Trailer promoted the online film and the landing page. In addition, the film was live on YouTube and Facebook. All media activity (TV, Online banners, Print) served as teasers for the main film.

The range increased significantly from the previous year. The target group had an average of 7.6 contacts with the campaign.

Outcome

7.6 million visits to the landing page and 127,000 additional visits to otto.de

The engagement: 77,000 likes, 27,000 shares and 5,000 positive comments on the Online film. A very high proportion of people were also sharing the film on their own social channels.

The sales increase was +10 % on the previous year

With the new campaign mechanic, OTTO dominated the advertising market in Germany. The online film received an overwhelming positive response.

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