{"id":4267862,"date":"2022-10-25T10:11:40","date_gmt":"2022-10-25T08:11:40","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/bol-coms-christmas-house\/"},"modified":"2025-12-08T11:09:54","modified_gmt":"2025-12-08T09:09:54","slug":"bol-coms-christmas-house","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-au\/case\/bol-coms-christmas-house\/","title":{"rendered":"Bol.com\u2019s Christmas House"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\n<\/button>\n\t\tbol\t<\/h2>\n\t\tBol.com\u2019s Christmas House\t<\/h1><\/div>\n\n\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>\n\n
\n\t\n\t\tBy putting a fully decorated Christmas House up for sale on Funda, the most popular real estate platform in the Netherlands, we strengthened bol.com\u2019s link with Christmas under an audience that\u2019s usually very difficult to reach.\t<\/p><\/div>\n\n
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\n\t\t\n\t\tChallenge\u00a0\t<\/h2>\n\t\t\t\t\t
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\n\t\tBol.com is a brand that is, from its heritage, strongly linked to Sinterklaas. The ambition for the 2021 Christmas campaign was to also establish a similar mental link to Christmas, to ultimately become the leading retailer during the whole holiday period.

The goal was to be in the top three brands that are associated with Christmas. A hefty challenge. In 2020 the list was dominated by strong ‘Christmas brands’ Albert Heijn (16%), Coca-Cola (15%) and Jumbo (7%), with bol.com closing the ranks with the 9th position (2%).

Christmas is a cluttered time in the advertising space. We had our ATL campaign in place, but we also knew we didn\u2019t have the media budget that would allow us to have the number one share of voice for 3 weeks long. An extra challenge was making an impact with our target audience under 40, who were hard to reach through our traditional assets. So we had to go clever about it.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t