Christmas magic from Europris in a new personalised video.

Close to 100% of all Norwegians say they are familiar with Europris, and as one of the country's best-known chains, they are now aiming to claim the position of Norway's go-to Christmas store. One of the key moves has been to create a warm and personal video for their customers that plays on emotions. In addition to clearly highlighting the most important categories for Christmas shopping, the goal has been to drive more people into stores and remind them that Europris has everything you need to create the Christmas atmosphere.

As many as eight out of ten Norwegians feel that Christmas holds great significance for them, and when asked what matters most about the tradition, cosiness and time with family come out on top. However, research shows that it is largely women who handle the Christmas preparations. Statistics also show that age plays a significant role in who dares to take charge of the Christmas cooking. Det tar nemlig lang tid før unge kvinner tør å påta seg ansvaret for julemiddagen. Julen er dermed en tid hvor de eldre kvinnene i huset får skinne, og hvor vi søker råd fra de erfarne og trygge.

• Based on this insight, we wanted to create the feeling that Europris has their very own in-house Christmas expert in the form of an older, wise and warm "grandmother" figure. She is the one customers can turn to for the best advice to ensure the right Christmas atmosphere every year, says Sølvrev concept developer Mariann Lunde.

Unique personalisations based on purchase history and age

In addition to creating Christmas magic, Sølvrev has used purchase history to make the films even more relevant for each individual viewer. "What is unique about this film is that we have created specific versions based on whether the viewer lives in an apartment or a house, and whether they have previously bought string lights or LED systems," says director Sigurd Fossen. "We have achieved this by using AI to create different environments when looking out of the expert's window. Those who live in an apartment will see balconies with string lights, while those in a house will see a garden and home with Christmas lighting."

• Unikt for denne filmen har vært at man har laget egne uttak basert på om man bor i leilighet eller enebolig, og om man har handlet lyslenker eller systemlys tidligere, forteller regissør Sigurd Fossen. Dette har vi løst ved å benytte AI til å skape ulike miljøer når man ser ut vinduet i leiligheten til eksperten. De som bor i leilighet vil se balkonger med lyslenker, og de som bor i enebolig vil se en hage og et hus med julebelysning, fortsetter han.

In addition to purchase history, name and nearest local store, Sølvrev has used AI to create personalisations based on the decade in which each viewer was a child – because for many people, feelings about Christmas are closely tied to childhood memories. For example, someone who was a child in the 1990s will see a Christmas tree decorated in period-appropriate style, with wrapping paper and gifts from that era (Tamagotchi, Furby, GameBoy) when the Christmas expert references the viewer's childhood.

Onboarding film for new members

But Sølvrev has delivered more than just a personalised Christmas film. The production company also delivered a personalised onboarding film to be sent to all new members of the Mer+ loyalty club, as well as existing members, to remind them of the benefits and discounts they receive as members.

- For Europris har det vært viktig å lage filmer hvor innholdet føles relevant og ikke minst personlig, samtidig som budskapet formidles med en varm tone og et glimt i øyet. Det er dette som kan gjøre den emosjonelle knytningen sterkere til Europris i tillegg til gode tilbud for medlemmene i kundeklubben vår sier prosjektleder for CRM i Europris, Iselin Eriksen.

- Når man er medlem hos en kjede oppleves det mer personlig å handle der, man føler at man er litt på innsiden. Det ønsket vi å doble ned på gjennom en helt personlig hilsen, avslutter produsent for filmene, Christer Dyngeland.