Every advertisement campaign is designed to bring the audience closer to the brand, create a connection with them, and increase their recall value.
We bring you The Talkover; this festive season, we’re talking about two Christmas campaigns that has really got us in the holiday mood.
Today, we are gushing over two of everyone’s favourite brands: Swiggy, known for its quirky, witty, and fun advertisements, and Nutella, known for its appetising, sweet, and warm content.
Read on, and tell us which campaign is your favourite.
Swiggy’s – Santa Open To Work Campaign
Swiggy has always created clever, humorous campaigns that struck a chord with people’s emotions. And their #SantaOpenToWork campaign was precisely that. The campaign was a clever way of illustrating how gift-givers, like Santa, can outsource all of their delivery responsibilities to Swiggy Genie and start looking for other jobs.
It was a refreshing perspective on the holiday season. The main idea behind the campaign was to show how Swiggy Genie can take care of all deliverable orders, giving people time to do a lot of other things.
The advertisement showed Santa reaching out to thousands of potential employers via LinkedIn, internet ads, emails, business cards, posters, and even a video CV in order to find a new job. As part of the campaign, Swiggy made Santa’s fliers and business cards with a QR code with their Genie and Instamart orders. So, when someone scans the QR code, it will take them to a YouTube video of Santa discussing his resume like a pro. Swiggy also distributed unbranded tear-able posters across offices in order to target employers directly. They did this so that office workers could tear out the contact information and share it with each other and their HR departments to see Santa’s video CV online. They also made digital ads where people could view Santa’s video on different social media platforms.
All of these small details made the campaign successful. While Santa is #OpenToWork and trying to find a job, Swiggy Genie is #OpenToDeliveries and spreading smiles!
Nutella – Nutella With Love
Nutella’s #NutellaWithLove campaign was launched to spread love and make the holidays more special. Nutella always tries to interact with consumers across India through their digital and traditional marketing techniques, bringing joy to the celebration.
The advertisement, created for the Christmas campaign, focused on uniqueness and encouraged Nutella lovers to craft, share, and surprise their loved ones with personalised Nutella jars during the holiday season.
The brand introduced energetic and loving Ranveer Singh as their Secret Santa, whose Nutella obsession is no secret to anyone.
Through an exciting digital contest, the brand provided a platform for all Nutella enthusiasts to get their personalised wishes on Nutella jars and Christmas hampers. To do that, customers, had to visit the Nutella website, create a Nutella recipe, and share it on Facebook or Instagram with the hashtag #NutellaWithLove. A Nutella hamper was given to the top 25 most loved recipes.
Along with personalisation and consumer engagement, the brand also created a unique experience for Nutella fans by giving them access to limited-time collectible Christmas packs which were available in 350-gram variants with a QR code that redirected them to discover all the Nutella special content, like – DIY, Nutella recipes, and up-cycling tutorials, by simply scanning the QR code on the jar. Nutella lovers could choose their favourite Christmas dish with Nutella, bake it with love, and share it with their loved ones.
In the end, both campaigns did an amazing job of leveraging social media platforms. While Swiggy took a witty turn to introduce its delivery services and made everyone smile with Santa’s wholesome video resume, Nutella went ahead and interacted with the customers by customising personalised Nutella jars for them.
All in all, Christmas campaigns are known for spreading smiles and joy. So which Christmas campaign made you smile more: Swiggy or Nutella?