#SANTACLARA - THE WHOLE CAMPAIGN IN A NUTSHELL
THE CASE.
Please watch the casefilm here and get to know how we launched a 1000° gender campaign on christmas 2016.
THE SYNOPSIS.
In 2016, we didn’t want to make just another highly tearful christmas-spot. This year, we wanted to change the world.
Yes, we may live in 2016 and the gender topic is up all agendas. Yes, women may lead the industry, kids can have two dads or moms. But thinking of christmas we seem to live somewhere in the early 1950ies. Christmas is done completely by women. Alone. And who gets all the fame? Santa Claus. This is not only unfair, but also very outdated.
So we changed christmas for better and spreaded the first christmas-message of equality with a huge 360 degree all media campaign including a Viral, a Number One Song and a Content Collection in Europe.
We came up with the redefinition of Santa Claus. With #SantaClara, a new ambassador of a new kind of christmas. A christmas really for everybody.
With over 66 Mio views and 400.000 shares #SantaClara reached 4th place of Most Viral Christmas Ads. 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 an oldschool Santa Claus, but? A woman!
THE VIDEO.
Please watch the original viral video that not only aired europewide on TV but became one of the most shared christmas videos ever.
THE CLASSIC STUFF.
#SANTACLARA was all over the place in Europe. Not only at POS or on Flyers, but at airports, OOH, diverse trainstations.
THE NOT SO CLASSIC STUFF.
#SANTACLARA appeared all over Social Media. There was huge musical.ly success with fans from everywhere performing the song. With a "Schnitzeljagd" on Snapchat.
Even with a little shitstorm on twitter and facebook by the usual haters. But the spirit of #SANTACLARA and distinguished the little eruptions in the second they appeared.
Even Paris Hilton and Eva Longoria joined the movement.
THE SONG.
Our gender song that changes XMAS for good was introduced to the market by Sony BMG and aired europewide on all major radiostations, it even charted in Switzerland in the TOP 10, in the german market it entered TOP40. It got over 1000 non payed radio plays only in Germany. Emily Roberts – the singer was invited to several unplugged sessions europewide and will release an album this spring.
People shazaamed the song 119.492 in the first 2 weeks – making it best ever ad-sig in Germany and 2nd best in Europe in Shazaam History.
Streaming until February 2017 is 1.231.272 in total and counting.
And the song made it:
#1 Spotify Viral Charts
#2 iTunes Video Charts
Attitude never gets out of style – please feel free to stream or download our song here.
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