It’s That Time of Year Again…

November 14, 2011

Now that the festive season is upon us, and the countdown to Christmas has well and truly begun, plenty of brands are embracing innovation for their Christmas marketing campaigns.Santa

Department store  John Lewis has produced another classic heart-warming TV ad for 2011, one aired during last weekend’s X Factor. It was also launched online, with viewers able to access the ad on Facebook and YouTube before seeing it on TV. Interestingly, iTunes should also play a role in the campaign. Ellie Goulding’s cover ‘Your Song’ went to no.2 in the UK after being featured on last year’s John Lewis Christmas ad. Slow Moving Millie’s version of ‘Please Please Please Let me Get What I Want’ on the current John Lewis ad, is available to download this week. Expect similar success.

Barclaycard, meanwhile, are using Facebook as a platform for practical advice. The bank has launched an outdoor-led Christmas campaign, supported by press and a Facebook page with tips on how to manage spending during the festive period.

Technology has had a major impact on the world of communication this Christmas (you can even find Santa on Twitter) but Christmas is still a good example of how traditional and non-traditional media can be combined effectively. Ask people what their favourite ad is, and they’ll often give the classics that are shown year after year on TV (Coke, Guinness, Kelloggs). Although John Lewis and Barclaycard have made use of online media, they’ve also used TV and outdoor within their respective campaigns, two key media for reaching consumers on a large scale.

What’s most important within a Christmas campaign is creating a buzz and making an emotional connection. Without these components, the message just doesn’t feel quite as ‘Christmassy’ as it should.



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