OTTO Launches Christmas Campaign: “And What Will You Give?”

(Image Source: https://www.otto.de/)

From November 5 to December 23, 2024, OTTO is running its Christmas campaign under the theme “And what will you give?” The 360-degree campaign highlights a variety of gift ideas and special offers for Singles’ Day and Black Friday. Alongside TV, online video, digital and traditional out-of-home ads, online audio, radio, YouTube, and social media, OTTO’s campaign—created by Hamburg-based creative agency c/o Setzkorn Kemper—will, for the first time, also feature on streaming platform Disney+.

The holiday season brings a cozy, festive atmosphere, with beautifully decorated homes and winter-lit streets. The question of finding the right gifts is always on people’s minds. OTTO, Germany’s largest online retailer, addresses this in its new Christmas campaign, under the theme “And what will you give?”. Starting November 5, OTTO answers this question by showcasing a wide array of gift ideas from a selection of over 18 million products throughout the seven-week campaign, including offerings from brands like Adidas, LEGO, and Dyson.

For the first time, a narrator guides viewers through the campaign spots, emphasizing the question “And what will you give?” as the central theme in the stories. OTTO, along with creative and strategy agency c/o Setzkorn Kemper, brings this theme to life across 15 spots in seven formats (6, 10, and 15 seconds) on YouTube, social media, and digital out-of-home ads. The campaign also includes influencer partnerships with the agency WongDoody, as well as online audio and radio ads.

Special formats on streaming and TV

OTTO’s Christmas campaign will debut on streaming service Disney+. The “And what will you give?” message will appear across all major streaming platforms and as “Pause Ads”—ads that appear when viewers pause a program—on Netflix. OTTO is also leveraging special TV placements, with OTTO Christmas campaign posters appearing in scenes from the TV series Gute Zeiten, schlechte Zeiten. The media strategy for the campaign is managed by Mediaplus Group, which won OTTO’s media account last year.

Singles’ Day and Black Friday

A representative survey by Germany’s largest market research institute, GfK, commissioned by OTTO, highlights the role of online retail for holiday shopping. According to it, Germans plan to spend 60% of their holiday gift budget online. For Otto the holiday season is therefore one of the most crucial times of the year as Germany’s largest retailer. That’s why they decided to focus their campaign on various holiday events, using the campaign theme for both Singles’ Day and Black Friday.” With these events, OTTO officially ushers in the holiday season: from November 7 to 11, OTTO will celebrate Singles’ Day with the adapted slogan “And what will you give yourself?” Black Friday promotions will run from November 19 to December 2.

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