🎄 Holiday Campaign Goals
OTTO, Germany's largest online shop, launched a holiday campaign centered around the question, "And what are you giving?" From November 5th through December 23rd, OTTO will showcase a diverse range of gift ideas, connecting consumers with over 18 million items, from brands such as adidas, LEGO, and Dyson. Alexander Rohwer, OTTO’s VP of Brand & Advertising, emphasized that OTTO’s vast selection caters to all ages and budgets, bringing joy and convenience to holiday shopping.
📺 Multi-Channel Strategy
The 2024 Christmas campaign by OTTO employs a 360-degree media mix. TV ads, online videos, digital billboards, YouTube, and social platforms like Snapchat and Pinterest are part of the rollout. For the first time, OTTO brings ads to Disney+ and Netflix, featuring "pause ads" that appear when a viewer pauses their show. Managed by Mediaplus, OTTO's strategy uses influencer promotions through WongDoody to expand reach, while original music and an OTTO audio signature bring consistency across channels.
📈 Targeted Sales Dates
Capitalizing on key dates, OTTO’s campaign focuses on Singles’ Day (Nov 7-11) and Black Friday (Nov 19-Dec 2). A GfK survey revealed that German consumers plan to spend 60% of their Christmas budget online, making OTTO’s e-commerce platform a critical destination. OTTO appeals to shoppers with adapted slogans, like "And what are you getting yourself?" for Singles' Day. With tailored offers and a festive approach, OTTO aims to lead online holiday shopping.
🌟 Creative and Production Team
The campaign, created with Setzkorn Kemper, includes 15 ads in various formats (6, 10, and 15 seconds) directed by Mario Clement and filmed by cinematographers Maher Maleh and Kristian Sickinger. Berlin-based Element E Filmproduktion oversaw production, and photographer Felix Krüger captured campaign visuals. To capture a festive spirit, the campaign music includes a re-recording of “Gimme Some Lovin,” giving ads a lively, warm tone. Through this extensive, carefully crafted campaign, OTTO reaffirms its role in the holiday market.
Do holiday ads make you rethink your shopping choices?
