Saxo.com

The Ad: A warm, socially grounded Christmas catalog ad built for confident gift decisions

What makes this ad so good is how simple it makes holiday shopping feel. The “Populært ønske” and Ønskeskyen badges tell you straight away that these books are already popular, which is exactly the kind of hint people is looking for in December.

The Christmas colors and small ornaments set the scene, but the real magic is how clearly the ad helps you understand why these books are worth considering.

It works because it fits the two main ways people shop this time of year. If you’re buying for someone else, you can choose confidently without asking for their wishlist. And if you’re adding to your own wishlist, the Ønskeskyen signal makes it easy to spot books others are loving.

Saxo makes the whole thing even easier by only showing books that are genuinely trending. You’re not scrolling through endless options. You’re looking at a handpicked list of titles that already have momentum behind them.

Altogether, the ad feels calm, friendly, and helpful. It doesn’t try to push you. It simply gives you the cues you need to make a good choice, which is exactly why catalog ads work so well for holiday shopping.

Why it won Catalog Ad of the week

This ad works because it fits how people actually shop in December. They are ready to buy and want to feel sure they are choosing something the recipient will like.

Seeing that many others want the same book reduces the fear of choosing the wrong gift. It taps into a simple instinct. If others trust it, you probably can too.

Saxo strengthens this by showing a focused product set of books that truly trend on Ønskeskyen. The badge reflects real demand, which keeps the ad clear and trustworthy.

The results speak for themselves. ROAS increased by 50% and the conversion rate rose by 107%. People completed purchases because the ad removed uncertainty and guided them toward a confident choice.

The social proof is strong because it comes from a third party. Seeing that many others want the same book reduces the fear of choosing the wrong gift. It taps into a simple instinct. If others trust it, you probably can too.

Saxo’s success comes from offering direction without pressure. The design aligns with what holiday shoppers need most: a simple cue that reassures them they are making a good choice.

Brands can use this approach by highlighting items with real proof behind them, such as bestsellers or top rated products. A small popularity cue can lead to faster and easier decisions.

What makes this Catalog Ad great

Clear popularity signal that removes uncertainty

The “Populært ønske” message tells shoppers that the book is already a popular wish on Ønskeskyen. It works like a simple recommendation from other users, which matters during Christmas when people want to choose something safe and well liked.

It helps both gift givers and wish listers. Gift givers can pick confidently without asking for a wishlist, and people building their own lists get quick ideas from books others already want.

Books are sensitive gifts because they feel personal. The popularity marker reduces that hesitation by showing that other readers have already chosen the title. It becomes a natural reassurance at a time when people want to avoid getting a gift wrong.

Saxo supports this by using a filtered product set of books that truly trend on Ønskeskyen. The badge reflects real demand, so the selection feels trustworthy rather than promotional.

A warm seasonal palette paired with a calm, uncluttered layout

The deep red background and simple ornaments instantly set a Christmas mood. It feels seasonal right away, but still keeps the focus on the book. Nothing competes for attention, and that makes the ad easy to understand at a glance.

The layout stays clean on purpose. With just a few festive elements and a clear pedestal, the book gets the space it needs to stand out. It looks organized, polished, and exactly the kind of setup people expect when browsing catalog ads.

This simplicity makes the experience comfortable for users. They can scan the ad quickly, understand what is being highlighted, and decide whether it fits what they are looking for. The seasonal feel adds warmth, but the structure keeps everything clear.

By balancing festive touches with a restrained layout, the design builds trust without adding noise. It gives users the holiday mood they expect, while still making the decision journey feel straightforward and easy.

Thoughtful adaptation across 1:1 and 9:16 formats

Saxo designs the vertical versions as their own creatives, which helps them feel natural in stories and other tall placements. The book stays centered and readable, and the popularity badge remains easy to spot.

People scroll quickly in vertical formats, so the message needs to be clear right away. By keeping the layout clean and the elements large, the ad works even in a fast moving environment.

The vertical versions also bring variety. They show the same idea in a different shape without changing the message or adding noise.

If you want to do the same, design directly for vertical placements instead of resizing a square ad. Keep the product big and place your key signals where people naturally look.

Key Takeaways

This campaign shows how a small popularity cue can shape the entire shopping experience inside catalog ads. Saxo uses real demand from Ønskeskyen, a focused product set and a clean layout to make decisions feel easier during a busy season. It gives shoppers clarity, reassurance and a sense that they are choosing something safe and meaningful.

👉 Popularity signals guide confident decisions

The “Populært ønske” message helps users trust their choice. It removes hesitation by showing that many others already want the same book.

👉 Seasonal design works when it stays focused

The warm palette feels festive, but the layout keeps the product in focus. This balance makes the ad easy to read and easy to act on.

👉 Format adaptation protects clarity everywhere

By designing directly for stories and other tall placements, Saxo keeps the book and its popularity cue clear, even in fast scrolling environments.