IP Deutschland, a subsidiary marketing company of RTL Television, plans on thanking all their customers with a special christmas greeting for the past year, working together.
To achieve this, each customer receives a personalized e-mail, containing personal christmas greetings of the sender, specifically created for the recipient. This greeting is rendered upon the image of a package label, which also works as a link to a personalized video in the mail.
IP Deutschland is responsible for the sale of all advertising slots for the TV stations RTL, Super RTL, n-tv and RTL Nitro, so selecting a few known faces from these stations to include into the video was an easy choice.
The video starts with RTL anchorman Wolfram Kons, greeting the recipient, showing a package containing "something nice" and signing a christmas card bearing the customer’s name. He continues by throwing the package over to Katja Burkhard, who catches it standing in her "RTL Punkt 12" studio. She thanks the recipient of the video for the past year, also signs the card and throws the package over to "Prominent" presenter Constanze Rick (VOX).
She tops her two predecessors by signing the card with a kiss instead of her name and continues to throw the package … right into the arms of the management of IP Deutschland, who finally lift the package’s secret by opening it and "releasing" the new program for 2014.
Each RTL-highlight from the new program is presented on either a television, a laptop, on a tablet or a mobile phone, which, at the end, form a christmas tree. The idea behind this was to transport the "Four Screens" principle for 2014. The video ends with a shot of the personalized christmas card complete with the signatures of all participating persons showing the individual greeting with the user’s name, he or she may already know from the e-mail.
DDD is repsonsible for the conception, the design an programming of the creation interface for the christmas greeting as well as for the development of the HTML mails being created and distributed for IP on demand.
Additionally DDD prepares the movie for the individualization and advises the production company elastique on the possibilites for individualization as well as the practical implementation while shooting the scenes.
All project-related communication during development is handled between IP Deutschland and DDD.
The mailing starts in the middle of december, giving each employee of IP Deutschland the possibility to send "his" or "her" customers personal season’s greetings. The created videos are watchable online between the middle of december 2013 and the middle of january 2014.
IP-Deutschland deems this personalized video christmas greeting a highly successful B2B campaign. "We never got so much positive feedback on any other christmas campaign" is just one of the statements from IP Deutschland.
All individualization is created by elastique using technology and tools by Impossible Software. The user’s name and the sender’s message are integrated via corner-pin mapping. elastique is also responsible for the script, shooting, cut and post-production of the video.