Myer has launched its new Christmas campaign, 'Christmas is where we are', accompanied by a fun and interactive new product, the Myer Global Positioning Stocking.
The new campaign recognises the unique nature of an Australian Christmas.
Not only is Australia an incredibly long way away from the North Pole, but Australian families often aren’t at home on Christmas Day spending the day at the beach, a campsite, a holiday house, or visiting family and friends.
All of which makes Santa’s job of tracking down and delivering to Aussie kids much harder.
With that in mind, this year Myer is celebrating the Aussie Christmas, wherever it happens to be.
The launch ad follows the story of Sally, a young girl whose family are going away at Christmas, as she grapples with the important question: How will Santa find me?
Myer chief customer officer Geoff Ikin says the campaign "playfully" seeks to answer an important question in many Australian households at Christmas time.
“You will see over the coming weeks our Christmas campaign come to life – with the launch of our Giftoriums, Santalands and iconic Christmas windows – which positions Myer as the one-stop-shop for Christmas this year," Ikin says.
Myer and its creative agency, Clemenger BBDO Melbourne, have answered this question for Sally and all Australian kids, with an innovative solution, the Myer Global Positioning Stocking - a product that ensures Santa can find everyone this Christmas.
The Bluetooth-enabled stocking pairs with a mobile device or tablet and includes a treasure trove of festive features, including an interactive map for kids to explore, allowing them to follow Santa’s journey on Christmas Eve.
It also features a platform for children to communicate directly with Santa, ensuring those important letters and messages arrive on time; integration with Myer’s full range of toys to help create their Christmas wish list; and an illuminated Christmas countdown via twinkling LED lights on the stocking that change nightly in the lead up to Christmas.
Clemenger BBDO Melbourne chief creative officer Stephen de Wolf says the new campaign and stocking build on the success of last year's Naughty or Nice Bauble work.
"The Global Positioning Stockings pull in Myer product API allowing parents to fulfil their kids ‘Wish list’ with Myer products and even allocate items from the wish list to their friends and family to purchase," de Wolf says.
The 2019 Christmas campaign has launched across TV, digital and social, print and OOH, and will evolve over the Christmas period.
According to Nielsen Ad Intel data, 30% of retail department stores' total ad spend was placed in November and December.
Retail department stores spent $45 million during this period with Myer, Big W and Amazon named the top three advertisers by ad spend.
Big W launched its Christmas campaign, created by M&C Saatchi, at the end of October.
Credits:
Creative agency: Clemenger BBDO Melbourne
Director: Nick Ball
Production Company: Finch
Connected Device: Creator
Media agency: Ikon/Essence
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