SOMETIMES INEQUALITY COMES CAMOUFLAGED AS TRADITION.
A Nielsen study on christmas tradition gave us the insight to change christmas for better. We demasqued a frappant inequality by giving a male role model a female makeover. With music as medium to spread the message.
See how Santa Claus – as a symbol for not yet overcome christmas traditions – gets a powerful makeover.
Introducing: #SANTACLARA. The female representative of Christmas.
Lidl's core brand value is more joy for everyone (by making groceries easy and great products affordable). A value shared with christmas. But the fest is done completely by women. Alone. And who gets all the fame? Santa Claus. This is not only unfair, but also very outdated. So 2016 Lidl wanted to change something for the better and spread the first ever christmas-message of equality.
So we came up with the redefinition of Santa Claus. With #SantaClara, a new ambassador of a new kind of christmas. A celebration really for everybody. We spread the case with a huge 360 degree all media campaign including a viral, a number one hit and chartbreaker in Europe, an own choreographie and a bold content collection.
Please watch the original viral video that not only aired europewide on TV but became one of the most shared christmas videos ever.
THE CLASSIC STUFF.
We spread the message across all pan-european media channels!
For overcoming the old fashioned christmas traditions, we were helping with tips on how to share the workload the festive season always goes along.
THE NOT SO CLASSIC STUFF.
We started a movement for gender equality that went viral. Our redefinition of SantaClaus made people start thinking about their behaviour and habits. This lead to an incredibly increase of social media engagement.
And even Paris Hilton and Eva Longoria joined in!
As user generated content spread all over social media, we helped with relevant content pieces to connect people and share their view on our hot topic in the cold season.
THE PR OUTCOME.
Our gender song that changes XMAS for good was introduced to the market by Sony BMG and aired europewide on all major radiostations, it even charted in Switzerland in the TOP 10, in the german market it entered TOP40. It got over 1000 non payed radio plays only in Germany. Emily Roberts – the singer was invited to several unplugged sessions europewide and will release an album this spring.
People shazaamed the song 119.492 in the first 2 weeks – making it best ever ad-sig in Germany and 2nd best in Europe in Shazaam History.
Streaming until February 2017 is 1.231.272 in total and counting.
And the song made it:
#1 Spotify Viral Charts
#2 iTunes Video Charts
Attitude never gets out of style – please feel free to stream or download our song here.