Christmas is one of the most competed and important seasons in the mobile retail industry. Standing out from the competition is difficult, as everyone trims their margins to the absolute minimum and ad spending is wild. DNA needed to do something differently.
We realized that getting the right presents is a slightly dilemmatic situation; you can either drop subtle hints about what you want (and perhaps not get what you want), or just blurt out what you want, which then kills all excitement. We decided to help the consumers with this.