In this particular case, it is not about restrictions or regulations imposed by the government or broadcasters, but simply the prohibitively high rates of advertising and branded entertainment in online and offline media. So, with no discretionary media funds available, we believed that the best solution to present our Christmas campaign was to create original content whose appeal was attractive enough to generate social shareability and thus create the desired reach and impact.

“They say that technology is robbing our children of their innocence. It was time to start giving some of it back.” This was the insight that inspired the idea to create an original, engaging and entertaining piece that was capable of giving back to children what was rightfully theirs.

Spain’s smart phone penetration is the highest in Europe, so we thought we’d work on a special App for Christmas. Hence, Santapp was born. Santapp actively engages mums and dads in the thrilling build up to Christmas by harnessing Smartphone technology in a completely new way to really ramp up the magic and excitement of Christmas for their kids.

This is insight behind the SantApp: Phygital technology, the basic features of any Smartphone, and parents as our accomplices to create AUTHENTIC CHRISTMAS MAGIC: “Santa Claus is here, right now, in my living room, leaving me my presents!!”

Our “marketing” objective had more Christmas magic than marketing, but along the way we demonstrated our capabilities and effectiveness in creating a useful and successful app, that became the Nº1 in the Spanish App Store in one week.

Our clients, also received a “bonus pack” to enhance their experience.

Just one week after launch and with zero investment in media:

- SantApp reached the Nº1 spot as the most popular entertainment app at the Spain Apple Store.

- More than 160,000 families experienced the App.It was downloaded and installed in homes in countries such as Australia, Brazil, Spain, United States, Italy, Japan, Mexico, Taiwan and Turkey.

- More than 1,700 positive app reviews on Google Play and the App Store.

- Average of 4.5 out of 5 stars.

- More than 3,500 mentions in the media, impacting over 5 million people.