Over-the-top decoration of your home, Christmas campaign for “Centraal Beheer”
Let’s hope things won’t get out of hand with all those lights… :)
Without being aware, every year we decorate our homes a little more extravagantly. Although we have yet to reach American standards, some people are seriously trying. With the Christmas campaign of Centraal Beheer, the sky is the limit. You can go on the web to decorate your home with twinkling lights and share a picture with your family and friends as Christmas greeting. We didn’t just see homes decorated – full-fledged Christmas outfits were created with the tool.
Centraal Beheer is a Dutch insurance company that is based in the city of Apeldoorn, the Netherlands. Since 1985, the company has broadcasted TV commercials that feature a seriously problematic situation, after which the phrase “let’s call Apeldoorn” is said or shown. The phrase became a running joke in the Netherlands.
A “let’s call Apeldoorn” moment during decoration
The heart of the campaign is its mobile-first website. Here, you decorate your home in three steps. Create or select a picture and upload it. Choose your twinkling Christmas lights. Then share your absurdly decorated home with family and friends. The fourth Christmas decoration you install creates a short circuit, which, after a few seconds, puts the entire neighborhood in the dark…. Oh oh, let’s call Apeldoorn. And continue decorating.
Using a variety of channels, the Christmas campaign has been communicated to both consumers and business partners. The campaign was meant to surprise existing customers and inspire prospects. Its concept was translated into a DM, EDM, Facebook post, consumer and business newsletters, and several banners. It was even posted on the homepage of Centraal Beheer’s website, along with a presentation. People keenly shared their Christmas greetings with friends and family, leading to great amounts of buzz on social media.
Technically advanced website feels like an app
In their enthusiasm, our creative team comes up with a concept of a sleigh twinkling with Christmas lights, which can be dragged onto a picture. Simple as that. Then come our developers. They frown at first, then get to work, and culminate into an even more creative digital result. For a couple of days you won’t hear them, but suddenly a working model pops up, a proof of concept! For all this, we are very proud of the end result. Even though it is a website, users feels as though they are working in an advanced app. Props for our programmers!