Telling fairy tales at Christmas has gone out of fashion. Now electronics retailer Expert is showing how this classic holiday moment can be turned into a digital campaign thanks to generative AI.
From now on, all customers can feed personal information to a chatbot created by the lead agency St. Elmo’s after their purchase and become the protagonist of the adventure “Christmas in Danger” in a specially created story.
The main role in the Christmas fairy tale is now available to all Expert customers after every purchase. At checkout you will receive a Christmas card with a participation code that you can use to generate your personal Christmas story online using AI. Customers select a few personal parameters via chatbot. You can also choose the villain yourself. A complex prompt lets the AI create a Christmas story that includes places from your own neighborhood and of course friends and relatives. A Christmas-like AI voice then reads the story in an atmospheric way.
For Marcus Willbold, Head of Marketing & E-Commerce at Expert, the campaign is a perfect mix of brand experience and brand message: “As our customers’ technology neighbors, the Christmas campaign with AI is a perfect fit for us. We give our customers a gift with a personal character and at the same time show our technological expertise.”
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The aim was always to deliver an individual result, adds Peter Gocht, Managing Partner at Saint Elmo’s Hamburg: “The AI largely decides itself what exactly happens. Basically it’s about the story behind the respective gift. So it’s about how hard the gift givers, in an adventurous chain of events, worked to ensure that their loved ones received their Christmas present. Always regional, personal and human.”
The Christmas campaign takes place as part of Expert’s
Technology Neighbors campaign, which focuses on the electronics retailer’s neighborly relationship with its customers. The full-service agency Saint Elmo’s Hamburg, which has been working with Expert since 2016, is responsible for the idea and implementation. The campaign includes PoS, online and social media.
