Seven has launched a new e-commerce platform that connects consumers to brands with more than 3,000 Christmas gifts ideas.
Called My7Christmas, the website features gifts across fashion, home and garden, tech, beauty, kids and more with tips from Seven's celebrities.
Brands including Sony Music, Foxtel, Shaver Shop, Microsoft, Lorna Jane, General Pants, The Iconic, David Jones and Universal Sony Home Entertainment have signed up to the concept.
For example, Seven's TV presenter Tom Williams recommends Ray Ban aviators would be a great Christmas idea, while Men's Health editor Luke Benedictus is more of a Persol man.
Better Homes and Garden TV show host Johanna Griggs reckons an annual subscription to the show's magazine would be a great stocking filler, while The Morning Show host Kylie Gillies recommends the George Foreman Veggie Spiralizer should find a place under your friend's tree.
Throughout the campaign, which runs from 20 November 2017 to 8 January 2018, Seven West Media will feature a dedicated prime time Christmas special as well as bespoke co-branded My7Christmas executions.
This includes in-program segments on Sunrise, The Morning Show, The Daily Edition and Better Homes and Gardens, as well as digital and social extensions across Pacific Magazines and Seven's digital platforms.
Tom Williams and Sally Obermerder will also crete 60-second spots previewing featured products that will run as promo spots across Seven in the lead up to Christmas.
Seven's march into e-commerce
Seven's director of sales Adam Elliott tells AdNews the idea behind the initiative is to help take the stress out choosing Christmas gifts for family and friends.
"Nobody is doing a great job of driving inspiration and ideas around gift giving at Christmas," he tells AdNews. "This is really designed to help consumers navigate Christmas and to make it easier for Australian retailers to connect."
Elliott explains that the online platform is the final "last-click" piece of a broader campaign that promotes brands and products across multiple channels on Seven's TV channels, websites and Pacific Magazines.
A significant portion of the marketing spend by brands in this campaign is for above the line marketing on Seven's assets to raise awareness and direct consumers to the My7Christmas platform for transaction.
Seven West Media celebrities essentially act like influencers across Seven's ecosystem to help brands drive sales.
Media companies are exploring new ways to connect brands and consumers in an increasingly competitive and fragmented media environment.
Often this is done through innovative advertising units that help connect consumers to products that may be featured on a media channel.
This is the first time AdNews is aware of a major media company creating a platform purely to curate gift ideas and celebrities picks.
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