Edeka: Home For Christmas [video] 2

Credits & Description:

Title: Home For Christmas
Agency: Jung Von Matt
Brand: Edeka Zentrale & Co. Kg
Country: Germany
Advertising Agency: Jung Von Matt, Hamburg
Entrant Company: Jung Von Matt, Hamburg
Media Agency: Jung Von Matt, Hamburg
Pr Agency: Jung Von Matt, Hamburg
Production Company: Tempomedia, Hamburg
Additional Company: Tempomedia, Hamburg
Director: Alex Feil (Tempomedia Filmproduktion Gmbh)
Director Of Photography: Carlo Jelavic (Tempomedia Filmproduktion Gmbh)
Senior Project Manager: Annika Burchert (Jung Von Matt Ag)
Executive Creative Director: Jens Pfau (Jung Von Matt Ag)
Intern/Art: Matthias Walbroel (Jung Von Matt Ag)
Offline Editor: Sabine Panek (Nhb Video Gmbh)
Executive Producer: Vera Portz (Tempomedia Filmproduktion Gmbh)
Senior Copywriter: Christian Moehler (Jung Von Matt Ag)
Senior Film Producer: Johannes Haverkamp (Jung Von Matt Ag)
Producer: Justin Niklas Mundhenke (Tempomedia Filmproduktion Gmbh)
Music Composer: Florian Lakenmacher (Supreme Music Gmbh)
Copywriter: Simon Urban (–)
Senior Art Director: Tim Hartwig (Jung Von Matt Ag)
Website URL: https://www.edeka.de/gewinnspi...
Execution:
The integrated campaign #heimkommen (coming home) started with a film that was launched on YouTube and Facebook, on TV and in cinemas. Additionally, we used print ads, out of home posters and a raffle to encourage people to celebrate Christmas at home. At the point of sale, vouchers were provided to help families to come together for Christmas. Furthermore online channels such as banners and social media were used to ask for people’s own #heimkommen story.
Outcome:
The campaign struck a chord. And it triggered an international debate about the issue. People joined in and shared their personal #heimkommen story on Facebook, Twitter and Instagram. Consequently, #heimkommen developed its own dynamic. News and press reports all over the world covered the campaign. Already on the first day it achieved over 15 Million views on YouTube and Facebook. So far, the film earned almost 160 million views and has been shared on Facebook over four million times. This makes EDEKA one of the most-shared brands worldwide. There are over 100.000 posts and comments and the EDEKA fan community grew by 20 percent. Furthermore there were a lot of parodies. According to Unruly, #heimkommen was the most successful Christmas campaign of all time.
Campaign Description:
Instead of telling the people a nice Christmas story, we confronted them with the harsh reality: especially the elderly are often forced to spend Christmas alone! Above all in a society, in which families are often spread across continents, this insight was more than just relevant. It met the zeitgeist. And we used it as a trigger to encourage everyone to go home for Christmas and celebrate with their loved ones again.
Synopsis:
Christmas is the most important family celebration in Germany. It’s a time to enjoy food, to drink and to especially cherish each other’s company. This makes it a very important season for EDEKA, Germanys biggest supermarket chain, as well. Yet, many people in Germany have forgotten what Christmas is really about. They just don’t find the time anymore to go home to celebrate with all of their family members. EDEKA wanted to remind them of what really matters on Christmas: family.
Strategy:
With the integrated campaign #heimkommen (coming home), EDEKA encouraged all people in Germany to spend Christmas with their loved ones. Heart of the campaign was a film about a lonely grandfather who fakes his own death in order to reunite his family. With this highly emotional content the campaign should be hyped in all media channels and become the talk of the town.All channels, both online and offline, were used to encourage people to go home for Christmas and to initiate an international debate about Christmas and family. So not only the people in Germany – the actual target audience – but people around the whole world where moved by the campaign. The strong and emotional content.