Jochen Schweizer relies on the "cool uncle" in its Christmas campaign

Jochen Schweizer is kicking off the gift-giving season with a new Christmas campaign. The focus is on a protagonist who is loud, funny and a bit over the top: the "cool uncle", who doesn't care about conventions but always brings the most spectacular gift. The children celebrate him, and he occasionally causes raised eyebrows among the parents.

Under the motto "If you want to win the race for the best gift, give experiences", the company wants to reach young target groups. The commercial provides the soundtrack to the excitement: pure joy when skydiving, driving a racing car or building an igloo. The campaign runs from October 27 until Christmas. The concept and idea were developed by dirk&philip kommunikation.

Campaign tailored for social media

With this campaign, Jochen Schweizer continues the message "With Jochen Schweizer, you give the gift of extraordinary experiences" and links it to creative platforms that also work in digital channels. The company relies on short, memorable content that captivates in seconds and is tailored to the speed of social media.

"Every year at the end of the year, the search for the perfect gift begins anew. Let's be honest: everyone wants to win the race for the best gift. That's exactly the feeling we're tapping into in our new campaign - with a cool uncle that you'll immediately fall in love with and never forget. Our claim: content that takes place where young target groups are really out and about. Short, strong sequences get to the heart of the message and stick in the mind," says Fabian Heuel, Teamlead Brand at Jochen Schweizer.

Multi-channel strategy with TV and social media

In order to reach target groups at all contact points, Jochen Schweizer is also relying on the high-reach Channel TV in the P7S1 universe for this year's Christmas campaign. A compilation of extraordinary experiences can be seen here. On the in-house social media channels Instagram, Facebook and TikTok, Jochen Schweizer is working with well-known creators such as Finnel to become part of the target groups' everyday digital lives.

The campaign runs on YouTube and Instream on DAZN, Amazon Prime and Joyn. The target group is 18 to 34-year-olds with a focus on male users. The aim: to position Jochen Schweizer experiences as the most relevant Christmas gifts. The most important KPIs are brand awareness, relevance and advertising recall.

Responsible at Jochen Schweizer: Fabian Heuel (Teamlead Brand). Responsible at dirk&philip kommunikation: Concept and idea.