As we had to stick with the existing Orange Santa platform, we needed a new actor that would play the main character. So, why not turn the ordinary casting into the most exciting holiday event.

That is why we introduced the largest casting in the history of Georgia, in the form of nation-wide talent show – WHO WILL BE THE ORANGE SANTA. Those who filled in the 2-question application form on the web-page www.2016.ge, were invited to audition in lip-syncing, dancing, demonstration super-powers, charisma and humor. The winner was offered 50 000 Georgian Lari contract and of course the job of Orange Santa, whose main mission is to entertain Georgian nation during New Year campaigns.

The announcement: To be as inviting as possible, we announced the auditions by launching the video showing another character of the platform - the SNOW WHITE, who was sad, depressed and in no holiday mood without the Orange Santa. The video ended with the call-to-action to apply on the promo webpage.

The Auditions: 8000 applicants auditioned to take the title of Orange Santa. 20 different show episodes were created and aired on promo webpage and Facebook page, including the finale – where the shortlisted 6 candidates transformed into the character visually.

Orange Santa 2016: The winner was announced by new edition of the Orange Santa spot. The new character showed up along with the Snow White who this time seemed in love, happy and quit entertained.

By the way we also acquired 5 extra characters to the campaign that we hope to entertain us happily ever after.

• WHO SHOULD BE ORANGE SANTA became the # 1 discussed topic for over 2 weeks online.

• 1 873 076 unique users engaged and that’s by the way 24% more than country’s prior active Facebook users.

• Total of 6 820 113 views generated- 3 times more than the combined views of all past year campaigns.

• Over 40 million combined impressions – 11 times the country population, turning the campaign into country’s most popular purely online show in Georgia’s history.

• And most importantly Orange Santa once again became most popular, interactive and loved advertising platform of the nation.