Kidult is the flagship brand of the Milanese group Mabina. In a few years, it has been able to establish itself as a cult brand, with a philosophy focused on lifestyle and placing people’s passions and emotions at the center. Jewelry meant to be experienced as well as worn, allowing individuals to express their personality to the fullest.

The company aims to propose something new and disruptive for Christmas. Objective: engage end customers with a special, unexpected, and original project that can stimulate sell-out without relying on price promotions.

Surprise by revisiting the tradition of Santa Claus according to the I Still Believe concept. How? Throughout the pre-Christmas period, users can access the dedicated web app for the initiative to choose their own gift and generate a personalized video to send to a personal Santa Claus with the indication of the chosen jewelry, putting an end to unwanted gifts.

The personal Santa receives the video and has time to redeem the promotion and gift the desired jewelry to the sender. An activation that plays on the empathy and emotional involvement of effective one-to-one marketing, through a video expressly dedicated to the potential recipient Santa Claus.