Adsvent Calendar 22Dec Santamatic

Santamatic

The Flemish lawyers association wanted to improve awareness about online agreements. Consumers don’t realise that those are real agreements as well. With real obligations. Just like any other contract you’d sign. How could we make consumers aware of that carelessness?

Explain why the creative execution was relevant to the product or service.
Consumers are not aware of the fact that online agreements are also legal agreements. With real obligations. Just like any other contract. The Santamatic confronts us straight with our careless behavior. After seeing the movie, you could send it to a friend including a ridiculous obligation added by yourself. And wonder if your friends would read the terms and conditions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A week before Christmas, an online application was launched in which you could morph yourself into an 80 year old Santa. You had to upload your picture, fill in your name and agree with the ‘terms and conditions’. But instead of seeing yourself as an old Santa, something else happened. A man confronted you with what you just signed. The picture you uploaded could be used to promote ivory. At the end he reveals that he’s a lawyer. The few people that actually opened the terms and conditions before they started morphing, got a congratulations message from the ‘Flemish lawyers association’

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Of the 24,000 visitors of the first 5 days after launch, only 6,566 opened the terms and conditions. That means that only 1 out of 4 people actually read what they’re signing up to.

Client: Belgian Lawyers Association
Agency: FamousGrey Brussels
Year: 2009