Wo Wiehnachte deheime isch: Havas discovers the magic of Christmas for Coop
Also this year Havas is responsible for the big Coop Christmas campaign.
Rarely are hectic and contemplative so close together as during the Christmas season: Between the anticipation and the cookies, there is always the obligation to think of everything and to get the right gifts. The employees in the stores then have a special role to play: even under stress, they maintain an overview and thus represent the good spirit of Christmas. This year's Coop Christmas campaign, under the slogan "Wo Wiehnachte deheime isch," therefore gives a special employee a leading role. His name: Samuel Klaus.
As a friendly face at the checkout, he breathes that special magic into Christmas - and presents a little customer with a Noëlini. This little plush figure soon comes to life and, with its animal helper friends, causes a magical stir in the run-up to Christmas. The Noëlinis thus become the secret stars of this year's campaign.
The two-part campaign already started in mid-November with the big promotion. Here, the Noëlinis can be collected in various sizes and thus easily make the leap from the TV screen into the real world. The collection promotion forms the core of the campaign at the POS and is also promoted with its own TV spot. In addition, a wide variety of advertising materials ranging from collector's booklets to mega posters were designed for print and POS communication. The big collecting fun runs until December 18 in all Coop supermarkets, Coop City department stores, Coop restaurants and at Coop@home.
The 40-second image spot with Samuel Klaus was directed by Louis Sutherland and produced by Bigfish. The filming took place exclusively in Switzerland, specifically in Zurich and in a Coop branch in Dagmersellen, Lucerne. Together with Fable FX, the Noëlinis were brought to life and look confusingly like their plushy godparents.
As in previous years, HitMill provides the appropriate musical atmosphere: The song "Memories" by Swiss singer Lisa Oribasi not only accompanies the commercial, but is also available as a single for download. Georg Schlunegger is once again behind the composition and lyrics, and produced the song together with Roman Camenzind and Fred Herrmann.
The print and poster subjects were photographed by Markus Müller and complement the Christmas imagery in the Coop stores. The communication of offers is now also by Havas and includes numerous measures at the POS. Under the name "Festive Market", new offers are communicated daily during the Advent season, for example in the form of inserts, advertisements, campaign spots, and now a special festive offer flyer.
Nexum is responsible for the extensive campaign website, while the social media and content activities were realized together with Monami and a network of bloggers. The digital advertising material comes from Goldbach Interactive (Switzerland), and TW Media is responsible for media planning.
Responsible at Coop: Thomas Schwetje (Head of Marketing/Digital Services), Sacha Zuberbühler (Head of Marketing Communications), Cassandra Zamorano (Overall Project Management), Evelyn Howell (Project Management Advertising Festive Market), Noemi Urwyler (Project Manager Market Development), Joachim von Allmen (Advertising POS Retail), Kathrin Wullschleger (Project Manager POS), Oliver Johnson (Head of Digital Marketing), Corinne Jermann and Anja Matt (Project Management Digital Marketing), Kim Widlicki (Project Manager Social Media), Simon Flatt (Head of Media), Karin Heliopoulos (Head of Media Classic), Holger von Ellerts (Project Manager Media Digital) and Vanessa Finzer (Head of Culinary). Responsible at Havas: Frank Bodin (overall responsibility), Patrick Beeli (Creative Director) Willem Baumann (Senior Art Director), Davide Schenker (Graphic Designer), Mathias Bart, Magnus Sambo (Copy Writer), Diana Aberkane (Head of Office Basel), Stephanie Waller and Eliane Weisskopf (both Account Managers), Serdal Aktas and Simon Naef (both Polygraphers). Film and photo production: Louis Sutherland (director), Markus Müller (photo), Bigfish (film production); CGI: Fable FX, Ilonka Galliard (producer). Responsible for music/composition: Roman Camenzind (Executive Producer), Georg Schlunegger (Composer & Producer), Fred Herrmann (Mixing Engineer) and Noemi Mathis (Project Management HitMill). Responsible at Goldbach Interactive (Switzerland): David Müller (Digital Marketing Consulting), René Schoedon (Head of Digital Creation & Production), Benedict Ritschel (Rich Media/Frontend Developer), Torsten Schallmaier (Senior Copywriter/Concept Designer), Imre Rajci (Junior Digital Designer) and Oliver Kuhn (Team Leader Digital Marketing Consulting CH). Responsible at Nexum: Marina Hofstadt (project manager), Simon Theis (art direction), Jeannette Schenk (design), Antje Diehl (editorial office), Pascal Becher (developer), Arseny Bobrov (developer) and Fred Augstein (conception). Responsible at Monami: David Cappellini (project management), Andrea Joss (producer), Valentin Mattes (graphics & video), Soraya Janser (graphics) and Tony Mola (video). Responsible at TW Media: Stephan Küng (Managing Director) and Maja Fricker (Managing Director).
