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Top 10 luxury branded holiday 2011 videosBy Rachel Lamb
Experts say that videos are one of the most effective mediums in which to market products while simultaneously introducing or reinstating a luxury brand’s voice through movement, music and carefully-placed items.
December holidays are the time when luxury brands see the most profit. Therefore, a medium such as video could be a savvy way to digitally-introduce new products and spark gift-giving ideas.
Automakers, jewelers, retailers and brands all made the cut this year. These marketers have the right combination of product placement, brand personality, overall enjoyment and entertainment and holiday cheer.
Here is the list of the top 10 luxury branded holiday videos, in alphabetical order.
Audi – Audi of America released a few videos this holiday season with the theme “Seasons of Audi.”
One of which is broadcast on television and on its YouTube channel called “Parents.”
In this video, a man drives up to his parent’s house in a branded vehicle as they are decorating the house for Christmas.
When he comes through the door, he realizes that his parents have already gotten into his car and are driving away, and he waves confusedly through the window.
The idea of this commercial was to emphasize that people will do anything for an Audi, according to the brand.
The video was sweet, funny and definitely about the holidays. The only problem was that Audi did not reveal the car model.
BMW – BMW is striving for customer affinity by showcasing its lifestyle side.
The automaker shows that everyone can appreciate a gift from BMW, whether it is a stuffed bear or an actual vehicle.
The ad shows a man driving an X-drive BMW and displays the car from all angles. The car races through streets and icy terrain to show its durability and endurance.
Different people on the driver’s gift list flash onto the screen and show BMW-themed presents that come in all shapes, sizes and colors.
Furthermore, the brand has an online call-to-action to the ecommerce site found at http://www.shopbmwusa.com so that consumers can easily buy the products displayed in the video.
Cartier – Cartier released its Winter Tale video a few weeks ago through a New York Times Web site ad and then through various multichannel efforts.
The video shows the famous Cartier leopard running, walking and leaping through an icy terrain while products from the jeweler’s holiday collection emerge from under snow or in bubbles and are simply resting against the landscape.
There are two videos, one of which is found on YouTube and the other at http://www.cartier.wintertale.com.
In the YouTube version, consumers can click on the links that appear in the video to search for the “her,” “him” and “all” products.
The video on the Winter Tale microsite shows little plus signs near each item that when clicked on give the user a full product description with a link to buy it through the ecommerce store.
Winter Tale displays the jeweler’s voice through the use of its famous mascot while soft music emerges consumers in a holiday-themed, icy world.
The video ends with the Cartier leopard settling under a magnificent Christmas tree with presents underneath.
Dior – One of the few luxury retail brands to have made a holiday video, Dior’s Golden Christmas correctly emphasizes the holiday collection while keeping the brand image intact.
“Dance of the Sugar Plum Fairy” from the Nutcracker chimes in the background and the screen is black with just the words, “Dior. This agile genius of our times whose magical name contains the words, ‘Dieu’ (God) and ‘Or’ (Gold). – John Cocteau.”
The video takes consumers through multiple rooms where there are models and mannequins wearing various accessories from the holiday collection.
Consumers are able to see products such as handbags, shoes, sunglasses and jewelry. The panning of these items goes slow enough to see detail but not as slow to be dragging.
The products are on chairs, in chandeliers, on tables and people and mannequins. The end scene is the products all in the same room covered with a rain of gold glitter snow.
The video strives for the timelessness and class that Dior has tied itself to over the years.
Harrods – Harrods got a head-start on its holiday campaign this year by releasing its Christmas campaign in July.
The video shows footage from a security tape mixed in with shots of the inside of a closed Harrods store.
A security guard rushes around the store, trying to find the person who keeps just missing the camera’s eye.
The guard chases the person up to the roof where he finds a luxury-apparel wearing Santa Claus ice skating on the top of the retail store.
The video ends with the words, “Let the fun begin. Christmas World now open.”
The retailer was clearly striving to introduce a fun, silly vibe to otherwise serious Christmas marketing.
In addition, consumers were able to see most of the store, its products and the type of brand experience synonymous with the Harrods name.
Lexus – The Lexus December to Remember holiday marketing initiative has quite a few videos which are broadcast on TV and available on the brand’s YouTube channel (see story).
The videos involve consumers surprising loved ones with a Lexus vehicle for the holidays. The surprised people are tipped off when they hear the December to Remember theme music.
For example, one video shows a mother playing Guitar Hero to a special song which she realizes to be the December to Remember theme music.
Another is a woman surprising her significant other with a vehicle and tips him off when he hears the theme music in the elevator.
The fact that Lexus has more than one video is beneficial for a couple of reasons.
The first is that consumers are able to hear the music playing in a few different scenarios which is likely to help them remember.
The second is that there is a situation for virtually any person who is looking to buy a Lexus and therefore the campaign is more relatable to as many people as possible.
Marc Jacobs – The designer is looking to share holiday cheer through a creative and wacky initiative that involves consumers and branded employees.
The Marc Jacobs Family videos were shot using brand employees who are unwrapping and giving presents, singing and laughing.
This is also a campaign that has multiple videos, which are cute and quirky and display the branded personality.
For example, one video just consists of employees throwing branded items at one another, while another is one woman singing while other people circle around her and show apparel and accessories to the camera.
At the end of each video, consumers are shown the items featured in the videos and their prices. Consumers are then led to the ecommerce site at http://www.marcjacobs.com.
This video series made the cut because it is informative and meant to drive sales, but it also shows a silly side for which Marc Jacobs the person and the brand are known.
Mercedes-Benz – Similar to other automakers, Mercedes’ holiday campaign is available both on TV and online.
The automaker’s holiday video shows Santa Claus walking through a showroom trying to choose which model to take out for the night.
Santa stops at a vehicle that revs its engine, gets inside and follows eight other Mercedes vehicles, which are paired two-by-two, around a track outside. This is likely mimicking eight reindeer and Santa as Rudolph the red-nosed reindeer in his red car.
The end of the video shows details of Santa’s car, the C250 sports sedan.
Mercedes’ vehicle is both holiday-themed and nostalgic while showing off multiple models to aspirationals or those in the market to buy a new car for the holidays.
Michael Kors – The Michael Kors holiday video is simple, but shows classic brand personality while leading to in-store sales.
The video shows a couple shopping in a Michael Kors store and looking at the entire breadth of branded items for the holidays, including both men’s and women’s jewelry, bags, fragrances, accessories and apparel.
After they leave the store, the couple is seen out on what is presumed to be New Year’s Eve in their new duds.
The couple sips champagne and shows off their new purchases before, “Happy Holidays” and the designer’s signature appears on-screen.
The video serves a purpose of showing off products from the brand as well as the lifestyle with which it is associated.
Adding Michael Kors’ signature brings a personal touch where other branded videos seem corporate.
Tiffany & Co. – Tiffany is one of the only brands that has used multichannel marketing to its advantage with its holiday campaign.
The Some Holidays Are Unforgettable campaign has been run via social media, mobile and Web sites.
The video shows a couple decked out in branded jewelry as they dance, run and show affection toward one another in a snowy New York.
The two are seen walking down the New York Public Library steps, dancing on a rooftop with the Empire State Building in the background and ends with the couple walking up a flight of stairs with the man holding a blue box held behind his back.
Since many of Tiffany’s product videos are about couples being in love, this particular campaign keeps with the brand image of true love and the jewelry that matches.
Rachel Lamb, associate reporter on Luxury Daily, New York
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