Happy new year Slovenija
Background
During the holidays, we are often stressed out and irritable because there is so much that has to be done. For many, the holidays represent one of the most stressful periods of their life in general. This became especially prominent in 2020, which was marked by the coronavirus crisis and its consequences.
Idea
It doesn’t take much for the overall atmosphere to change and for the holiday season to become the way it is supposed to be. Warm, pleasant and full of best wishes. With the campaign, we wanted to inspire and introduce some festive warmth into Slovenian homes after a difficult year.
Implementation
TV ad
The TV ad shows a young boy helping his mom get out of a sticky situation at the cash register by singing a well-known Christmas song in a rather touching fashion and bringing the holiday spirit of warmth to the shop’s customers.
Social media
Given its emotional power, we shared the TV ad on social media in its original version, purposely breaking many of the basic rules of social media video content creation, which turned out to be the right move.
Audio communication
When all generations really took to the song, we gave them a pleasant surprise by providing them with a mobile phone ringtone version of it.
Points of sale
We literally recreated the TV ad’s atmosphere and narrative in the main Tuš stores by playing the little boy’s song a couple of times a day through the store’s audio system, placing the customers right at the heart of the TV ad’s story.
Activation
For an inspiring conclusion, we used the project’s website to invite users to help us create a holiday choir by singing the song together with the little boy. We posted the video online on December 24.
Results
views on YouTube alone.
likes on YouTube alone.
shares and likes of the free editorial klip.si on Facebook.
likes and over 330 comments on a Tuš FB post – post with the most interactions and the best organic reach on Tuš’s Facebook page so far.
Klip.si
placed the video among its most popular and touching videos, and the consumers showed their appreciation and excitement with several thousand comments, making the video one of Slovenia’s most iconic advertisements.
