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艩koda Sweden Uses Christmas Carols to Attract Competitors' Customers

22/12/2023
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NORD DDB brings together renowned Swedish children鈥檚 choir and conductor to attract competitors' customers with reworked carols

Christmas is just around the corner, and a beloved and common feature during December in Sweden is the array of Christmas concerts. This is something that 艩koda has leveraged in their latest campaign, 'The 艩koda Christmas Conversion Choir'. In collaboration with the renowned children's choir, Adolf Fredrik's Music Classes, led by conductor Tony Margeta, the Czech car manufacturer surprised the customers of rival brands with choir singing 鈥 to encourage them to switch car brands. The campaign was created together with NORD DDB.

Historically, Sweden ranks among the top countries globally for its love of Christmas music*, and seasonal concerts consistently attracting large audiences nationwide. In partnership with Adolf Fredrik's Music Classes and conductor Tony Margeta, 艩koda has tapped into Swedes' fondness for Christmas songs by surprising the customers of competitors with old-fashioned Christmas carolling, using reworked Christmas classics to encourage them to reconsider their choice of car brand.

鈥淲ith a generous dose of humour, we at 艩koda are keen to direct people's attention to our newly updated, fully electric Enyaq. Teaming up with the amazing Adolf Fredrik Music Classes and getting into the Christmas spirit, we're aiming to spread some laughter and joy," says Stefan Nygren, marketing director at 艩koda Sweden.鈥

Several classic Christmas songs have been given new, updated titles and lyrics, such as 'We Wish You a Merry Enyaq', 'Silent Ride', 'When You Wish Upon a 鈥.star' and the Swedish song 'A thousand Enyaqs are now being charged' (A thousand Christmas candles are now being lit). Each of these reimagined songs highlights the product advantages of the all-electric 艩koda Enyaq and, in some instances, playfully sends a humorous jab to competitors.

鈥淚n our collaboration with 艩koda, we've rolled out a variety of campaigns that are fun, witty, and imaginative, something that's extra important during this busy time when so many brands are vying for attention. 艩koda might not be the biggest, but they can be the smartest, and who wouldn't open their door to a delightful choir singing Christmas carols, even if the songs are about trunk space, test drives, and value for money?" says Josephine Wallin Ankarstrand, creative director at NORD DDB.鈥

The choir, made up of boys and girls aged 11-13 and led by conductor Tony Margeta, surprised about ten homes in the suburbs of Stockholm 鈥 each with a competitor's car parked outside. More surprise visits may be in the pipeline.

"Collaborating with 艩koda to bring people joy through festive Christmas songs was tremendously fun. Christmas carolling, or 'car-olling' as we like to call it, can make people pause and savour the moment a bit more. Given the smiles and cheers our talented boys and girls received, we鈥檙e considering another round of performances before Christmas Eve," says Tony Margeta, conductor, and artistic director of Adolf Fredrik's Boys Choir.

*Top 10 countries with the highest percentage of Christmas music streaming (of total listening) so far this year, Spotify 2021.

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