The Briefcase tells the touching story a father who frequently travels for work. Each time he flies, his young daughter hides a surprise in his bag. These endearing gifts keep their bond strong when the father is away. As she grows older and moves away from home, dad stops finding the little gifts, which leaves him with a bittersweet feeling – he’s proud of the woman she’s become, but he also misses his little girl. One Christmas, however, she brings back the tradition with the biggest surprise yet.

Implementation:

Data from Unruly EQ found that Christmas ads were 51% more likely to elicit an intense emotional reaction than the average ad.(1) During a time when consumers are more likely to think with their hearts, we focused on playing up the emotions of warmth and happiness – the most common emotions that peak during festive periods.(2)

Timeline: 20 Dec - 3 Jan

Placement:

Facebook- To push for video engagement using CPM buy, optimised towards video views.

Unruly- For more quality views (at least 30s) and shares.

YouTube- To push for quality views with a cost efficient reach with pre-rolls

Scale:

Seeding the video online and on social media platforms formed the core of our media strategy. The video was amplified across 6 key markets and lookalike audiences were targeted for maximum efficiencies.

(1) Unruly EQ, 2017

(2) Unruly Pulse, 2017

(3) Counties: Singapore, India, Indonesia, Australia, UK and US