With little under two weeks until Christmas Day, ‘tis officially the season to be jolly. While most of us are still running around like headless turkeys, the world of marketing was prepared months ago, with some Christmas content appearing in early November.
We all know who the usual suspects are, but who else got festive marketing just right this year?
You have to hand it to the marketing brains behind the Christmas campaign for Heathrow airport – after all, how festive can an airport really be?
Set to Chas and Dave’s “I’m Coming Back,” the ‘Coming Home for Christmas’ ad features two ageing teddy bears making their way through Heathrow Airport, just about managing to hop on the escalator and grab their suitcases from the baggage carousel. Just when you’re not sure where the advert is going, two kids run towards the bears for a hug – at which point they transform into the children’s’ grandparents.
It sticks with the classic message that the most important thing about Christmas is the people you spend it with. To support the campaign, Heathrow has recruited street artist Ben Eine to create personalised welcome banners featuring signature lettering for visitors to hold up to their loved ones.
Heathrow’s commercial director Jonathan Coen said: “Christmas is my favourite time of year at Heathrow – the airport is abuzz with families and friends reuniting for this special time of year.”
Marks & Spencer
John Lewis usually appears untouchable with its highly anticipated Christmas advert. But 2016 has seen Marks & Spencer threatening to outshine its retailer rival with its Mrs Claus campaign.
In addition to her starring role in the brand’s heartstring-tugging TV ad, Mrs Claus took over M&S’s social media account with the #lovemrsclaus hashtag and a specially designed emoji.
You can also find an army of Mrs Clauses in M&S stores during the run-up to Christmas, hitting customers with random acts of kindness and donating £5 to charity each time they do. This is the culmination of speaking to 15,000 customers a week and collecting data about what the public wants from M&S.
“We have put the customer experience very much at the heart of everything we are going to do,” said executive director of customer, marketing and M&S.com Patrick Bousquet-Chavann. “This is not just a traditional advertising campaign, it’s a customer experience campaign created with the help of our customers for our customers.”
Together with a two-part television advert, which was written by The Grand Budapest co-collaborator Hugo Guinness and features a cast of children reenacting a British Christmas from days gone by, Mulberry also launched a thoroughly well-thought out online campaign too.
Again, it puts a humorous spin on tradition when travellers from far and wide come to witness one lucky lady’s latest Christmas present – a Mulberry bag. It starts with a couple who have clearly just moved into their new country home, which might be a bit disorderly but certainly isn’t as bad as a stable.
Once the box is opened and unveiled, a couple of shepherds enter the house before three fashionable wise men appear and comment on the bag’s appearance and quality. The camera then zooms out and we see a scene that closely resembles the Nativity.
With both adverts, Mulberry has managed to perfectly encapsulate what the brand is all about. It might be at the higher end of the market, but Mulberry clearly puts a big emphasis on togetherness and tradition.