For a brand often associated with sentimentality and tradition, Hallmark is taking a markedly different approach this year by going all-digital and irreverent in its Christmas ad campaigns.
For a brand often associated with sentimentality and tradition, Hallmark is taking a markedly different approach this year by going all-digital and irreverent in its Christmas ad campaigns.
Hallmark launched six ad spots online featuring some of the awkward, amusing and heartwarming moments that occur when families gather for Christmas.
In one, grandpa is devastated to discover he'll be eating a “tofu brick” rather than his favourite traditional ham for Christmas dinner, while in another a perfectionist mum micro-manages her kids' tree decorating effort.
Backing up the digital ad campaign, which includes six ad spots, is a specially-created website introducing consumers to the 400 artists behind the design of its Keepsake ornaments.
The site encourages customers to “celebrate the candid moments and unexpected surprises that make the holidays memorable”.
Traditionally all about being a creator of Christmas messages and “moments” for others to share, Hallmark is getting in on user-generated content action by sponsoring a geofilter in partnership with Snapchat.
Anyone near a major public Christmas tree displays in the US can use Hallmark's custom filter to capture their holiday snap, putting the Hallmark stamp on users' own seasonal action.
The all-digital approach is being interpreted as a risky move for the brand as it heads into the high takes Christmas season.
What do you think? A clever approach to bringing an old brand up to date or a risk too far for Hallmark? Leave your thoughts below.
Creative: Chandelier
