• by Larissa Faw , December 3, 2015

Chocolate is a key part of the holidays for many European countries. Kids leave treats for der Nickolaus or Sinterklaas. Families hang chocolate on their trees.  

This season Milka chocolate, part of Mondelez, wants to establish the connection that the only chocolate families should think of during the Christmas season is Milka. 

This "Christmas Express" multi-faceted campaign includes digital, TV, and social components and runs in five European markets: France, Germany, Slovakia, Hungary and the Czech Republic. 

The concept is designed around re-activating the tradition of sending Christmas wishes, often neglected in recent years. An interactive experience, created by the France office of social media agency We Are Social, allows people to create personalized digital Christmas wishes and send them to friends and family online. Users are then able to follow it, from design to receipt, via an animated 3D fairytale. 

In addition, online video content is appearing on Milka’s social channels, and a TV ad created by Crispin Porter + Bogusky (CP+B) appears across Europe.  

"Two years ago, Milka released an interactive video based on their TV copy where users could insert a short message at some point," says Nicolas Souffleur, group account director, We Are Social. "This Christmas, we decided to go further with an immersive digital experience and a brand new fairy universe." 

Since the campaign targets kids for the first time with a new product range, it was important that the campaign balance between old-fashioned traditions and tech-savvy tactics. “To support Milka in the festive season we wanted to make the most of a traditional ritual - sending Christmas wishes – and add a touch of digital tenderness," says Charlotte de Laleu, activation manager Europe, Mondelez. "We hope the letter will be the ultimate gift for loved ones.”