Clemenger BBDO Melbourne has launched Myer’s Christmas campaign. Its centerpiece isn’t an emotive TVC. It isn’t a TVC at all (although there is a film that reveals it). It’s a bauble. The Naughty or Nice Bauble.

A Naughty or Nice bauble is no ordinary Christmas decoration though. It lets Australia families know whether they’re on Santa’s naughty or nice list. Using a little tech, and some Christmas magic from the North Pole, the bauble glows green if a family member has been good and red if it has been…well…not so good.

Exclusive to Myer, the baubles are available for $19.95 and are controlled via a Bluetooth enabled smartphone, with the controlling app available on Android and iOS.

Myer’s Christmas campaign will evolve over the coming weeks using live data captured from the baubles to deliver real-time updates on large format outdoor and across social channels showcasing which parts of Australia are being naughty and which parts are being nice. Films promoting the baubles will air on TV and across social channels too.

Andrew Egan, Myer’s group general manager marketing, explained, “This year, we wanted to inject a little bit of magic into the Christmas retail period, and give Australians a way to keep track of how naughty or nice they’ve been ahead of the big day. By creating this exclusive product we hope to give consumers an extra reason to visit Myer for their Christmas shopping needs.”

Clemenger BBDO Melbourne executive creative director, Stephen de Wolf, added, “We all wake up with that little pang of doubt on Christmas morning. Did Santa deliver? Will I get what I want? Was I good enough this year? Our bauble is like a little insurance policy – helping manage our expectations by giving us sneak peek at where we sit on Santa’s naughty or nice list.”

https://youtu.be/7tMEVEC23Xo

Find out more about the bauble here.

Credits:

Client: Myer

Creative agency: Clemenger BBDO Melbourne

Media Agency: Ikon