Christmas Campaigns: It’s All About Advent Calendars

Christmas Campaigns: It’s All About Advent Calendars
SHARE
THIS



On the eighth day of Christmas my true love sent to me, some Gold Class movie tickets and some lovely CDs.

Right now, you’d be hard pressed to find a brand that doesn’t have some sort of Christmas campaign and a number of companies have adopted the good ol’ advent calendar theme this year.

Fairfax Media, music streaming site Guvera and creative agencies Huckleberry and Yoke have all had a crack at it.

Aiming to spread some love with its 12 Days of Christmas initiative, Guvera launched a rewards program for its existing customers and some festive themed ads on Facebook to harness new recruits. The rewards execution was a competition hosted on Facebook with users providing creative answers to a question to be in the chance to win the daily prize.

Michael Wallis-Brown, Guvera’s Asia CEO, says they doubled last year’s page-view results. He says: “We had more than 72K views of the posts over the 12 days, which marked a significant spike in normal Facebook activity. The 12 days of Christmas campaign was a simple way to say thank you to all our customers.”

The music labels Guvera works with contributed a prize each for one day in the 12, with a pair of headphones hotly contested for, followed by a merchandise pack of teen-heartthrobs 5 Seconds of Summer. The competition also supported the music labels. Wallis-Brown says: “This was beneficial to them as it gave them an opportunity to profile their artists.”

The ads as well saw a number of new users sign up to the music streaming site. Wallis-Brown says: “We can’t give exact numbers at this stage, but we acquired thousands of customers especially in the 31-45 and 46-64 demographic as a result of this advertising. The campaign featured artists like Mariah Carey, Human Nature and Michael Buble – all artists with fans bases within this demographic.”

Fairfax Media too had its own version of 12 Days of Christmas this year with its Christmas Conversations. The trade marketing promotional emails were delivered to the inboxes of advertisers from December 1-16, one each business day.

The emails showcased a different Fairfax title with a question of the day related to the brand. Those who answered correctly went into the draw for that day’s prize with the winners being announced in 2015.

Fairfax Media’s national trade marketing director Chelsea Wymer said: “Fairfax Media creates conversations that matter every minute of every day of the year. We wanted to extend that message through a client Christmas gift that was practical, imaginative and promoted our signature brands.

“Our Advent calendars were extremely well received, prompting more than 600 entries per day – which just goes to prove that intelligent, thought-provoking conversation can absolutely cut through silly season distractions.”

Melbourne-based creative agency Yoke reinvented the advent calendar with its own industry spin. Behind each door each day is one of 25 best ads that have been shown online and on TV, handpicked by the Yoke team.

While the agency had tough some decisions to make about which ones to include, each ad that was chosen moved the team in some way.

Similarly, Huckleberry Agency wanted people to celebrate the other days in Christmas that don’t usually get a look. Designing a calendar called ‘Otherdays’, these days included ‘Chocolate covered anything day’, ‘Put on your own shoes day’ and ‘Ugly Christmas jumper day’.

Go on, chuck on your hideous Chrissy jumper and dip your fingers in chocolate.

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]