The goal
Capitalizing on success, in peak season
After the success of the first Tied-Up Manager version in early 2022, Inchcape — House Dentsu's client and distributor of Suzuki and Changan — wanted to capitalize on the Christmas season with the same formula that had already worked, now with holiday spirit.
The creative concept
The same kidnapping, now with lights and bows
Creative agency House Dentsu adapted the original concept to a Christmas context: the manager is once again "tied up" by his own employees — now surrounded by holiday decorations — until he approves every kind of better price and terms for Suzuki and Changan customers.
Ciudad Click produced the three pieces of this Christmas edition in December 2022, keeping the same tone of humor that had connected with the audience months earlier.
The outcome
The sequel the audience was already expecting
The Christmas version brought the original hook to the year's highest-traffic season, reinforcing the campaign with the same office humor that had already proven to work in its first edition.
Impact
Results you can see
Same formula, new context
House Dentsu's original concept, adapted to the Christmas season.
Launched in December 2022
Right after the first version's success earlier that same year.
Produced by Ciudad Click
The same production company behind both versions of the campaign.
Part of a saga
The second installment of a campaign that had already proven to work.
Conclusion
Repeating what works isn't a creative shortcut
It's knowing how to read what the audience already enjoyed, and giving it back with a new twist — this time, with Christmas spirit.
Related
Have you seen the original version of this case?
