UM London celebrated the holiday season by launching a unique, festive video campaign for Microsoft’s flagship operating system, Windows.
With technology playing an increasingly key role in our lives, UM London developed the idea that the real Santa Claus would be no different. The team imagined how Santa would plan for Christmas using his PC in a series of three videos.
Planned by UM London, in partnership with video content technology specialists Rockabox, the videos have been created by Rockabox’s BAFTA-winning creative team comprising writer George Sawyer (CBBC; The Relic), director Ian Curtis (C4’s Sorry I’ve Got No Head), producer Chloe Avery (National Geographic Channel) and creative director Seb Royce.
The story is a witty, contemporary take on the Santa Claus myth that chronicles Santa’s preparations for Christmas as seen through his postings and interactions with the new Windows and apps, including social media, Skype, Bing, Microsoft Office and Xbox Music. The story sees him facing industrial action among his workforce of elves while managing his relationship with his wife, Mrs. Claus.
“The idea brilliantly riffs off the contemporary trend to live life through social media channels, such as Twitter, Skype and instant messaging,” said Cat Carroll, Digital Manager, UM London. “This campaign, involving several high-profile directors and writers, is designed to raise a laugh with the public as we head towards the festive season, recognizing that even Santa has moved with the times.”
Microsoft’s brief to UM London was to drive preference of the Windows operating system by demonstrating how it helps users #workandplay, which ties in with the ‘Honestly’ campaign. UM London then briefed Rockabox to create a piece of content to showcase the unique features of Windows in a way that didn’t feel like a series of stuffy product demos.
Alan King, managing partner at UM London, said, “It’s always been tough for advertisers to interrupt a users’ digital journey, especially to show a product demo. We have taken a content-first approach to demonstrate the power of Windows through pure entertainment. We believe brands need to earn consumers’ attention online, especially with the high levels of noise at Christmas – this idea cuts through and achieves that.”
The three, five-minute videos were released through the Microsoft Advertising owned and operated properties, YouTube, Facebook and across the Rockabox distribution platform.