In addition to the festive film, which will debut during tentpole shows in the U.K. including Good Morning Britain and The Great British Bake Off, TUI’s elves will be taking over the brand’s social channels during the festive period, sharing what it’s calling “holiday elfies” from their trip.
In addition, an Elfie AR Filter is available to use across Instagram and Facebook.
In eschewing the classic holiday warm and fuzzies for fun and frivolity, Horry said the campaign has already tested well in countries including Belgium. However, the brand has been wary of “overtesting” its Christmas creative.
“We didn’t want this spot to die by testing,” Horry explained. “With this kind of work, that can take some of the magic out of it. Sometimes when it comes to work that’s trying to drive emotion, you have to use intuition.”
Horry said the KPIs would be benchmarked against awareness, consideration and brand identification. “We’re confident this will be a bit of an earworm in people’s minds as we go into the busy January period,” he finished.
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