Through an ambitious Smartly template, we made 31 ads in the tell layer; revealing a new gift each day.
Bringing the physical experience of opening a gift to the feed.
We turned the carousel into the gift itself, using the native swipe interaction to recreate the feeling of unwrapping. Built in Smartly, the carousel template could showcase 31 gifts in total, a new gift every day. Supported by a Touch & Tell journey and a separate unbranded TikTok video tailored to the platform.
The format delivered an exceptionally high click-through rate, proving the power of making the social interface part of the idea. The success even led to an additional ad in January.
In the touch layer we simply wanted to tease what was coming: a gift each day in December.
Using the KPN green and Louis the cat as brand elements, and hinting at the paper feel of the unwrapping in the tell layer. For TikTok we made an unbranded variant, teasing a few of the gifts in front of a Christmas tree.
Touch. Instagram & Facebook
Touch. TikTok, unbranded
The carousel became the gift itself. Swipe to unwrap, a new gift every day.
Tell. A selection of the 31 daily gifts
These ads were viewed as carrousels, unwrapped frame by frame
Because of the campaign’s success, KPN asked us for extra assets featuring more gifts for January.
We kept the handmade feel through a simple stop-motion animation, showing the gifts from the campaign while adding fireworks for a subtle New Year’s touch.
Extra tease. Instagram & Facebook
Extra tease. TikTok