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December 10, 2013 Transcript of #CommsChat on Christmas campaigns

Last week, #CommsChat was infested with Christmas cheer. We discussed the comms topic of the month – Christmas marketing campaigns. The holiday season is not all bears and hares, as commenters pointed out. Take a look at the highlights of the hour:

  • ‏@CommsChat The interesting thing is that the general public have now become media critics.
  • @johnqbarber nostalgia plays a big part in these recession hit times. Liking @Tesco ads this year
  • @adamrubins if you are launching a Christmas campaign, it’s better to focus on nostalgia and value
  • @MontseCano Adapt a non-Xmas ad, pretty much as the group Frankie Goes to Hollywood did years ago with one of their hits

Here’s the full transcript:

 

 

  1. a quiet one tonight – i blame those christmas parties. bah humbug. thanks all and goodnight

  2. and so the big hand has gone to the top of the dial. thanks all those who took part.

  3. : unless YOU’RE advertising luxury goods like diamonds 😉 damn autospellcheck

  4. Adapt a non-Xmas ad, pretty much as the group Frankie Goes to Hollywood did years ago with one of their hits

  5. Some Xmas ads cause condemnation in a way they probably wouldnt at other times. Such as last year’s Asda cmpgn. Why xmas scorn?

  6. any other ideas on how to get Xmas cut through with non-xmas campaigns.

  7. – excellent – make fun of your CEO for instant engagement with all your audiences (if done well & at xmas)

  8. RT tee up a number of stories to give to journos between Christmas and NY when stories are thin on the ground

  9. : if youre not running a xmas-themed campaign what strategies can you adopt? ” Seasons greetings all round for me 😉

  10. tee up a number of stories to give to journos between Christmas and NY when stories are thin on the ground

  11. if youre not running a xmas-themed campaign what strategies can you adopt? Or should you just give in & make it xmas themed anywy

  12. fantastic. a much smaller budget than john lewis, but had all the rest of the ingredients. almost, no celebrities…

  13. people definitely feel more generous but often local wins

  14. and we’re moving onto charity ads. Are we inured to the charity ad? do they still succeed in raising funds?

  15. we’ve been discussing what it is that makes a grt campaign – music, stereotypes, nostalgia and humour

  16. hI Amanda, we’re talking xmas ads. on a night where mant are out on xmas parties.

  17. Interestingly those songs that were never xmas songs, would now get a place on a christmas music compilation

  18. yes, normally take grt song & do an OK but interesting cover.This year, did neither & opted for a Kean song

  19. I think music choices can make or break a Christmas ad too

  20. lets look at the other great Christmas ad tradition.The charity ad No humour there. No stereotypes. Is there a formula here, too?

  21. RT I’d say it’s usually stereotypes the key ingredient. The rest is secondary.

  22. I’d say it’s usually stereotypes the key ingredient. The rest is secondary.

  23. so key ingredients are – nostalgia, well-loved personalities, family stereotypes. Anything else in the Christmas ad formula?

  24. indeed – i saw Ant & Dec on one yesterday (Morrisons?) the Eric and Ernie of the 21st century

  25. nostalgia. yes. and a poke at family stereotypes, as long as not seen as sexist

  26. RT nostalgia plays a big part in these recession hit times. Liking ads this year

  27. nostalgia plays a big part in these recession hit times. Liking ads this year

  28. jury is out on this year’s JL ad, unanimous support for 2 yrs ago. Vilification for Asda last yr. what makes the good ones good?

  29. so lets move onto the second topic – What does everyone think makes a Christmas campaign successful?

  30. leaves me cold – i’m a dad four times over, so ive had enough saccharine animation to last me a lifetime

  31. Hi John. Top choice. charity xmas campaigns’r one of the topics. do we think its overexposed today compared to then,

  32. what do you think to this years?… it cost an extra ordinary amount I here

  33. The creative campaigns of the advertisers are discussed more than the brands themselves

  34. The interesting thing is that the general public have now become media critics.

  35. hi, John from – best campaign has to be Band Aid 1984 – arguably the most effective Christmas campaign ever.

  36. I do think the John Lewis campaign of two years was so successful on so many levels, but the problem is that it is now expected

  37. we’re a little quite tonight – the christmas party season is upon us, but things often pick up after a while.

  38. Hi Tim, welcome. And you’re right – Coca Cola always does amazing campaigns

  39. : topic one What is your favourite Christmas campaign? ” Its got to e the classic CocaCola holidays are coming one 😉

  40. remarkable thing is we all do have a favourite christmas ad campaign. i dont remember such affiliated advertising from my youth

  41. but we’re going to start with the last one there – topic one What is your favourite Christmas campaign?

  42. and so saying, I’m Andrew, , publishing editor of Communicate magazine

  43. : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

    1. tonight we’re talking christmas marketing camoaigns. please feel free to join in as and when, but try and start with an introduct

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