The good side of Christmas: AI and Connected TV campaign for Coop Master Alleanza 3.0.

For Coop Master Alleanza 3.0's Christmas 2025, we have created a campaign capable of bringing together three needs: to enhance a strong promotional offer, to speak warmly and engagingly to Calabrian families, and to concretely experiment with the use of generative AI and connected TV in a retail context.

Context and idea: a Christmas promo that already looks to January

The campaign revolves around a simple and very concrete promo: by purchasing a Pandoro or a Balocco panettone in Coop and Ipercoop stores in Calabria by 31 December 2025, the customer receives a Coop voucher of the same value (€3.99) to be used from 2 to 18 January 2026, one for every €30 spent.
With The good side of Christmas, the holidays become an opportunity to give yourself an extra advantage at the beginning of the year, traditionally a more delicate period for consumption.
The concept focuses on a branded Santa Claus, Santa Coop, who not only brings sweets but also future convenience.

How we used AI in the production of the commercial

The central asset is a 30-second commercial designed for connected TV formats and developed entirely with an AI workflow: 

• definition of the character of Santa Coop and his environment through generative image tools
• writing the storyboard and shots in AI-first logic
• Creating original music with generative AI development of the narrative voice always in AI, calibrated on a warm, reassuring, familiar tone

The result is a film that maintains the classic imagery of Christmas but builds it with new generation tools, reducing production times and paving the way for rapid creative and duration variations.

Connected TV and Media Orchestration

The commercial is on air on Mediaset connected TV throughout Calabria from 17 to 23 December, with geo-localized planning only on the areas of interest of the client.

To maximize synergies we have created a vertical 9:16 version with subtitles for Facebook and Instagram, used both organically and in Meta Ads to work on reach and performance, and we have also activated a Lanner campaign in static format within the Mediaset ecosystem, which leads to a landing page dedicated to promos.

Landing, display and email: overseeing the customer journey

To transform attention into visits and receipts, we have designed a digital ecosystem consistent with the commercial:

• landing page with a focus on promotional mechanics, visuals consistent with Santa Coop and clear call to action for Calabria stores
• banner display on Google and regional newspapers, with differentiated messages for awareness and reminders
• Email marketing plan dedicated to the local community, to explain the offer well, remind you of deadlines and relaunch the use of the voucher in January.

Out-of-home and presence in the territory

Alongside the digital push, we have built a strong physical presence in the area with an out-of-home campaign on dynamic and large-format systems throughout the region:

• 6x3 and large format subjects with Santa Coop at the checkout and the Balocco pack in the foreground
• Full-wrap and side banners on city buses, to bring the message to the areas of greatest daily traffic.

Video extensions: Santa Coop enters the store

The campaign does not stop at the main commercial. The project includes two additional video contents for social and digital channels:

• a video in which Santa Claus in AI version enters the store and interacts with employees, transformed into real helpers, accompanied by a jingle created with artificial intelligence
• a video message of greetings in which Santa Coop speaks directly to customers, online on December 25th.

These assets strengthen the character's recognizability and make the promo more memorable.

Why it is an interesting case for those who work in retail

For marketing directors and communication managers of retail and large-scale retail chains, this project shows in practice how to:

• using generative AI not as a habit but as a lever to accelerate creativity, production and multi-channel adaptations
• integrate connected TV and social in a geo-localized planning logic, measurable and consistent with the territory
• build a promo campaign that works both on the moment of purchase and on a benefit perceived in the following period
• orchestrate media mix that combines CTV, social, display, email, and out-of-home while maintaining a single visual and narrative identity.