Verizon FiOS wanted to launch a holiday campaign with the goal of capturing new FiOS-eligible addresses. Our idea was to create something with a lot of personality, which would encourage people to share and help FiOS reach their goal. We wanted to emphasize the "fast and entertaining" qualities of FiOS, demonstrating them through the classic experience of writing a letter to Santa "_ but taken to the next level by connecting the user‚s home to Santa‚s workshop through a video chat.

Published
January 2013
Topics

The Story

Verizon FiOS wanted to launch a holiday campaign with the goal of capturing new FiOS-eligible addresses. Our idea was to create something with a lot of personality, which would encourage people to share and help FiOS reach their goal. We wanted to emphasize the "fast and entertaining" qualities of FiOS, demonstrating them through the classic experience of writing a letter to Santa "_ but taken to the next level by connecting the user‚s home to Santa‚s workshop through a video chat.

The challenge was to convey the feeling of a real-time chat without speech-recognition or clunky edits between chunks of video. Instead, several ‚sleight of hand‚ video segments and transitions covered-up cuts as the backend read the user's input and chose a proper response. Interface and sound design helped us glue the experience together. Without having the technology available, we would‚ve had no other option than to have several Santas ad-libbing live.

The Technology

The Results

Despite a tight timeframe "_ just two weeks from brief to launch "_ we were able to construct a detailed story structure, an extensive script for Santa to answer a whole range of different topics and then integrate all of this with the backend structure. There were some really late nights! Between all of these steps, there was a lot of data wrangling. This allowed us to convey the feeling of a playful real-time chat with Santa. The users were able to ask any question they wanted and still get an answer that felt personalized in return. And when he got it wrong, it was hysterical.

683

Santa responses written

16

Ugly Christmas sweaters purchased

100

Christmas songs that we are extremely tired of

Launch Date 28 November 2012