Hanseatic Christmas Magic with the Haspa Advent Calendar 2021

Background and Challenge

Finding the perfect balance for Christmas content is a true art form. Not too much, not too little, not too clichéd – yet maintaining that special feel-good factor and brand recognition. For Hamburger Sparkasse as a regionally rooted bank, the emotional connection to local people was paramount. The campaign strategy followed two clear guidelines: linking with the HaspaJoker advent calendar and focusing on the special moments of the Christmas season – Advent Sundays, Christmas, and New Year's Eve.

Approach and Realization

The central visual was quickly identified: the nostalgic snow globe. This concept allowed for a fresh focus in each post while skillfully showcasing the special prizes from the HaspaJoker advent calendar. The campaign's centerpiece featured lovingly crafted Hamburg Christmas worlds within the snow globes – authentic miniature landscapes that made the Hanseatic city sparkle in Christmas splendor. All content was designed as video assets and distributed across Facebook, Instagram, and Pinterest channels.

Results

Hamburger Sparkasse's Christmas campaign truly stirred up a snowstorm: reaching over 1.2 million people with more than 2.4 million impressions across all channels. Particularly telling was the average video viewing time on Facebook and Pinterest – it was high enough to ensure that key information, including individual prizes, was actually absorbed by the target audience. A successful campaign that proves: especially at Christmas, quality sometimes matters more than quantity.