What if our country’s winter holiday would no more evolve around 1 Santa, but will instead put people in a leading role.

The solution was simplest in its form. Take the people generated corporate holiday game of Secret Santa and reinvent it into a nationwide official holiday tradition.

Country received an initiative from now on to have:

1. Not one legendary Santa, but thousands of them.

2. Santas that do not judge whether you are good or bad – but trust you unconditionally.

3. And those that deliver happiness not only to kids but also to anyone with believe that small kindness can bring big impact.

Bank of Georgia provided the online platform where people could deposit their share of faith in humanity by becoming Santa and Georgia Post would deliver Santa gifts anywhere around the country.

The campaign totally produced 46 unique content included:

A teaser phase online videos- to communicate that “Santas are coming to town”

Launch Online Film – showing how small act of care can make big changes and describing the proposal for a new tradition.Web Page – for registering, receiving “letter to Santa” and sending your own “letter to Santa”. DIY gift tutorial online videos – social media videos that would give tips how to create great hand made gifts. Activation Stage – supported by targeted ads on Facebook and SMS – to get Santas to send gifts in time. Nomination Stage – launching and targeting posts for those that already received gifts on Facebook to encourage nominating personal Santas in 5 different mood categories – by hashtaging Secret Santa’s unique codes. Whole campaign lasted from December 12 – till January 14.

Small businesses tuned with special offers for Nation’s Santas.

Reach: 1.7 million (total Georgian Facebook population – 1.8 million)

Engagement: 1.39 million (total Georgian Facebook population – 1.8 million)

Video Content Total Views: 2.2 million

Spread: #iamsanta (#??????????) #1 trending

Registered Santas: 60 000

Age: 1-89

Spread: 612 different locations within Georgia

Bank of Georgia:

#1 trusted Bank (first quarter of 2017)

Georgian Post:

#1 checked-in place Nationwide during December, 2016

2800% increase in social interaction (Facebook)

104% increase in volume of delivery only in 1 month, compared to the whole previous year in total.

Currency Rate: Up 16%