Instead of telling the people a nice Christmas story, we confronted them with the harsh reality: especially the elderly are often forced to spend Christmas alone! Above all in a society, in which families are often spread across continents, this insight was more than just relevant. It met the zeitgeist. And we used it as a trigger to encourage everyone to go home for Christmas and celebrate with their loved ones again.

The integrated campaign #heimkommen (coming home) started with a film that was launched on YouTube and Facebook, on TV and in cinemas.

Additionally, we used print ads, out of home posters and a raffle to encourage people to celebrate Christmas at home. At the point of sale, vouchers were provided to help families to come together for Christmas. Furthermore online channels such as banners and social media were used to ask for people’s own #heimkommen story.

A microsite served as a hub for those who saw our print, out of home and banner ads and led them to our film as a conversation starter.

The campaign struck a chord. And it triggered an international debate about the issue. People joined in and shared their personal #heimkommen story on Facebook, Twitter and Instagram.

Consequently, #heimkommen developed its own dynamic. News and press reports all over the world covered the campaign. Already on the first day it achieved over 15 Million views on YouTube and Facebook. So far, the film earned almost 160 million views and has been shared on Facebook over four million times. This makes EDEKA one of the most-shared brands worldwide. There are over 100.000 posts and comments and the EDEKA fan community grew by 20 percent. Furthermore there were a lot of parodies.

According to Unruly, #heimkommen was the most successful Christmas campaign of all time.

The integrated campaign #heimkommen (coming home) addresses a serious issue that is relevant to most people. The campaign was executed across multiple media and thus attracted a lot of attention worldwide. It was supported via print ads, out of home posters, point of sale measures and furthermore digital channels such as the social web, Online-Banner and a microsite.

The campaign caused a debate in the press and the social web. No campaign was shared and commented more often. It established an emotional benchmark in 2015.

According to Unruly it was the most successful Christmas Campaign ever.

With the integrated campaign #heimkommen (coming home), EDEKA encouraged all people in Germany to spend Christmas with their loved ones. Heart of the campaign was a film about a lonely grandfather who fakes his own death in order to reunite his family. Other channels, both online and offline, were used to encourage people to go home for Christmas and to initiate an international debate about Christmas and family. So not only the people in Germany – the actual target audience – but people around the whole world where moved by the campaign.

Christmas is the most important family celebration in Germany. It’s a time to enjoy food, to drink and to especially cherish each other’s company. This makes it a very important season for EDEKA, Germanys biggest supermarket chain, as well.

Yet, many people in Germany have forgotten what Christmas is really about. They just don’t find the time anymore to go home to celebrate with all of their family members. EDEKA wanted to remind them of what really matters on Christmas: family.