Clemenger BBDO Melbourne’s Christmas campaign for Myer has launched on TV. At the spearhead is a wonderful story, a story that has never been told before in a Christmas campaign but is played out in thousands of Australian homes every Christmas. It’s the “how will Santa find us if we’ve gone on holiday” story. You will relate to this story. And you will cry. It’s a perfect Christmas ad story.
“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,” Clemenger explained in its release.
“All of which makes Santa’s job of tracking down and delivering to Aussie kids much, much harder.”
The film, Christmas is where we are, is also just the beginning of Myer’s Christmas campaign fun.
Myer and Clemenger BBDO Melbourne have come up with an innovative way for Santa to find every Aussie child this Christmas – the Myer Global Positioning Stocking.
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.
- 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 the ultimate Christmas wish list.
- An illuminated Christmas countdown via twinkling LED lights on the stocking that change nightly in the lead up to Christmas.
The Myer Global Positioning Stocking is available exclusively at all Myer stores and online for $34.95 with two iconic designs from Australian illustrator, Beci Orpin, to choose from.
Clemenger’s Christmas is where we are campaign is running on TV, digital and social, print and OOH, and will evolve over the Christmas period.
Myer chief customer officer, Geoff Ikin, commented, “In playfully seeking to answer a big question facing many households this year: ‘How will Santa find me?’ we have developed a campaign that we feel will truly connect with Australians this Christmas, capturing the emotion, wonder and joy that surrounds it.
“As part of the campaign, we have also created a new twist on the Christmas stocking launching Myer’s innovative new Global Positioning Stocking, which we know will be a real hit with Australian families, ensuring Santa can find every Aussie kid this Christmas, wherever they are.
“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.”
Clemenger BBDO Melbourne Chief Creative Officer, Stephen de Wolf, added, “Building on last year’s successful Naughty or Nice bauble work, we have blended a big emotive storyline with a utility that puts commercial opportunity at the heart of the campaign. 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.”
Creative Agency: Clemenger BBDO Melbourne
Production Company: Finch
Director: Nick Ball
Connected Device: Creator
Media agency: Ikon/Essence