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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. 14h

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

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  2. 14h

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

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  3. 14h

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

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  4. 14h

    Good post that Adam thanks for sharing

      View conversation

  5. 14h

    unless your advertising luxury goods like diamonds 😉

     View conversation

  6. 14h

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

     View conversation

  7. 14h

    if you are launching a Christmas campaign, it’s better to focus on nostalgia and value

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  8. 14h

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

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  9. 14h

    and probably the only time of year you can get away with it!

     View conversation

  10. 14h

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

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  11. 14h

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

     View conversation

  12. 14h

    RT we have featured the Chief Constable

      View media

  13. 14h

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

     View conversation

  14. 14h

    plenty of opportunities at this time of year

     View conversation

  15. 14h

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

     from South Derbyshire, Derbyshire

  16. 14h

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

     View conversation

  17. 14h

    the link’s only for sound – here’s the video for it

      View media

  18. 14h

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

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  19. 14h

    try this -Christmas at the foodbank…

     View conversation

  20. 14h

    we have featured the Chief Constable

      View media

  21. 14h

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

     View conversation

  22. 14h

    people definitely feel more generous but often local wins

     View conversation

  23. 14h

    RT an example is

      View media

  24. 14h

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

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  25. 14h

    an example is

     View media

  26. 14h

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

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  27. 14h

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

     View conversation

  28. 14h

    have you seen the calendar definitely had humour and a message

     View conversation

  29. 14h

    sorry a bit late Amanda here from

     View conversation

  30. 14h

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

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  31. 14h

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

     View conversation

  32. 14h

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

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  33. 14h

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

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  34. 14h

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

     View conversation

  35. 14h

    sentimental humour

     View conversation

  36. 14h

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

     View conversation

  37. 14h

    . That’s a good example

     View conversation

  38. 14h

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

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  39. 14h

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

     View conversation

  40. 14h

    RT Some famous & well-loved personalities

     View conversation

  41. 14h

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

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  42. 14h

    Some famous & well-loved personalities

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  43. 15h

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

     View conversation

  44. 15h

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

     View conversation

  45. 15h

    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?

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  46. 15h

    haha …. I have just the 1 but feel the same 😉

      View conversation

  47. 15h

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

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  48. 15h

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

     View conversation

  49. 15h

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

     View conversation

  50. 15h

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

      View conversation

  51. 15h

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

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  52. 15h

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

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  53. 15h

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

     View conversation

  54. 15h

    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

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  55. 15h

    that’s cool… I will be coming regular I how

      View conversation

  56. 15h

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

     View conversation

  57. 15h

    Thanks for the welcome 🙂

      View conversation

  58. 15h

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

     View conversation

  59. 15h

    Hello . …. I’m Tim my 1sttime here 😉

     from South Derbyshire, Derbyshire

  60. 15h

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

     from South Derbyshire, Derbyshire

  61. 15h

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

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  62. 15h

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

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  63. 15h

    the topics for tonight are up on the commschat site,

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  64. 15h

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

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  65. 15h

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

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    1. 15h

      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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