Coca-Cola Christmas campaign 2015 „Schenk Zeit“ (“Give the Gift of Time”)

An idea whose time has come

It is one thing for an agency to campaign during the Christmas period for a project advocating less consumption and more time spent together, but when our clients find the idea so good that the message is spread by brands such as Coca-Cola, then the project becomes something truly close to their heart. This is what happened with the campaign “Schenk Zeit mit dir“(Give the gift of your time). 

Very few brands are as closely associated with Christmas time as Coca-Cola is. The TV ads with the big red trucks have already become a tradition, heralding the start of the pre-Christmas period, and Santa Claus was apparently invented by Coca-Cola. Of course, out of all this comes a certain sense of responsibility to keep up this treasured spirit of Christmas. And with this in mind, for several years now, Coca-Cola has been asking us to “Make someone happy”. 

The picture and video material with the original Coca-Cola Father Christmas was produced by Scholz & Volkmer a year earlier during the filming for the 2014 campaign.

The picture and video material with the original Coca-Cola Father Christmas was produced by Scholz & Volkmer a year earlier during the filming for the 2014 campaign.

In 2015, this call to “give the gift of your time” was finally put across in the Europe-wide digital campaign, just as Scholz & Volkmer had done in their own initiative “Zeit statt Zeug” (Don’t buy- give time) - Gifts don’t always have to be objects. It is so much more meaningful to spend some time with the people you love. So with just a few clicks, visitors to the Coca-Cola website could for example choose a voucher for a snowball fight, a baking session or a winter walk together, which would be delivered by Santa along with a suggested date. 

“Thank you Coca-Cola. Time spent with your loved ones. Money can’t buy something like that.”

 Romy Große, comment on Facebook

The idea really caught on and creative users had an endless number of their own ideas about how to spend time with their loved ones. Altogether over 100,000 hours of vouchers were given as presents and on social networks users talked about the phenomenon of time with family. Obviously, the campaign had struck the right nerve. This became clear at the latest one year on when two large trademarks used the same principle with “Edeka Zeitschenken” (Edeka giving time) and “Otto Zeitgeschenk” (Otto gift of time). The time has come for brands to create values beyond those of consumption. And Father Christmas would only be too happy to see this idea spread.

Also interesting