THE CHALLENGE
Oh My! was tasked with creating a Christmas TV commercial for Buyagift, the gift experience brand. They hadn’t produced a TV ad in over 8 years so we knew we had to make it great! The parent company, Smartbox Group, wanted to differentiate Buyagift from its other site, Red Letter Days, to prevent audience overlap. Our goal was to develop a TV campaign that could also be promoted across social media channels.
THE STRATEGY
The strategy was to position Buyagift as a more playful and accessible brand for 25-40 year olds compared to Red Letter Days. By incorporating quirky humour and a strong Wes Anderson influence, our “oddvertising” film aimed to break through the Christmas clutter and stand out in a crowded market.
THE CREATIVE
With a 30” and a 10” TVC, and a 15” social edit, our outputs formed a well-rounded campaign. The symmetrical, slightly retro vibe strongly reinforced our narrative. The aesthetic was quirky and effectively established the right atmosphere. Casting played a crucial role, as the couple needed to embody the awkwardness rather than the experiences, which consistently appeared premium and appealing.
THE RESULTS
– Our goal was to impress audiences with a new era of Buyagift’s above-the-line advertising, and we did just that!
– Brand recall increased by 18%
– Brand affinity increased by 14%
– Content achieved three times more views than any other Buyagift video content
– A total reach of 759,180 and total engagement of 494,828
– Conversion rate for paid social media 22%, 17% higher than industry standard
