El Corte Inglés is a multi-brand/multi-product spanish store heavily deployed in Portugal (kind of Harrods in London or Galeries La Fayette in Paris). The briefing was to attract the target to store during Christmas, with a Facebook based digital campaign. The client asked to reinforce the idea that there are no impossible to find gifts. There's always a PERFECT GIFT at El Corte Inglés.
We created a Facebook App whose concept was to get people to WRITE LETTERS TO SANTA again. The challenge was to get people to choose the friends to whom they wanted to buy presents to, and get to know what they really wanted for christmas. Santa Claus was the agent of the action, asking those friends directly to tell him what was their special, most wanted christmas gift. Knowing now what presents their friends wanted, anyone could go to El Corte Inglés and buy THE PERFECT GIFT. This viral action was very successful because we put a very uncomfortable and technology adverse Santa talking on FB. However, Santa Claus still is the only person to whom we all confess our true favourite gifts. A really fun mix: Traditional XMAS Vs. Digital XMAS.
Creative Direction, Art Direction
Co-Design by João Siraguza
©2012 Havas Digital