Design > Design Crafts
SHACKLETON, Madrid / SHACKLETON / 2015
Overview
Credits
ClientBriefOrObjective
This year’s seasonal greetings message would allow us to devise a strong creative idea that would address a relevant insight regarding people’s relationship with technology, with a focus on kids and the influence that technology has on some aspects of their childhood. We wanted to develop a campaign that was visually arresting and would capture the imagination of our clients by harnessing the magic of Christmas.
Execution
SantApp is an app that demonstrates the versatility of the medium as a bridge connecting the physical world with the digital environment. Using two standard functions on a Smartphone, the flash and loudspeaker, it creates a magical atmosphere that makes children and accompanying adults literally feel in the presence of Santa Claus himself, moving around in their living room at home delivering presents on Christmas Eve.
The app that we designed was free to use and had several different language options as well as a database of thousands children’s names that families could personalize, enabling them to make their experience completely unique.
Users enter the name of the child/children to personalize the experience, place the mobile behind the door of the room where the gifts are, switch off the lights and stand together with their children behind the door. The sound, light and, above all, the magic do the rest.
SantApp includes a safety feature that deactivates the app when movement is detected, in case the child opens the door.
Outcome
Just one week after launch and with zero investment in media:
- SantApp reached the Nº1 spot as the most popular entertainment app at the Spain Apple Store.
- It was downloaded and installed in over 160,000 homes in countries such as Australia, Brazil, Spain, United States, Italy, Japan, Mexico, Taiwan and Turkey.
- More than 1,700 positive app reviews on Google Play and the App Store.
- Average of 4.5 out of 5 stars.
- More than 3,500 mentions in the media, impacting over 5 million people.
Relevancy
They say that technology is robbing our children of their innocence. It was time to giving some of it back.
This is insight behind SantApp: Phygital technology, the basic features of any Smartphone, and parents as our accomplices to create AUTHENTIC CHRISTMAS MAGIC: “Santa is here in my living room, leaving my presents!”
Our “marketing” objective had more Christmas magic than marketing, but along the way we demonstrated our capabilities and effectiveness in creating a useful and successful app, that became the Nº1 in App Store in one week.
Our clients, also received a “bonus pack” to enhance their experience.
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