Myer
Naughty or Nice Bauble
With retail sales slowing, Myer, Australia's largest department store, faced its biggest challenge just as the crucial Christmas shopping season began. While every other retailer was selling the magic of Christmas, Myer decided to sell the magic itself… for just $19.95.
Introducing the Naughty or Nice Bauble. A smart bauble controlled via a mobile app, parents could secretly control the bauble (or multiple baubles) depending on their child’s behaviour. Changing the bauble’s colour between green for good and red for….. not so good.
Turning festive tradition into a tangible product, the campaign drove conversation, foot traffic, and Christmas sales with a single idea.
“A campaign that brings Myer into people’s homes”
When the baubles were hanging on trees in homes around Australia, our customised bauble API captured location and sentiment data. This data fed into digital outdoor sites and social media, updating every 30 minutes to let states, cities, and suburbs know how they were behaving.
Myer profiled these live results throughout the Christmas retail period, giving the campaign longevity well beyond its launch and giving Myer continuous relevance and awareness right up until Christmas Day.
Geo-targeted OOH
Spikes Asia, Integrated, Grand Prix
Spikes Asia, Digital, Grand Prix
Spikes Asia, Digital, Gold
Spikes Asia, Mobile, Gold
Spikes Asia, Brand Experience & Activation, Silver
Cannes Lions, Mobile, Bronze
Cannes Lions, Mobile, Shortlist
The One Show, Mobile, Bronze
The One Show, Merit x3
The One Show, Shortlist
D&AD, Shortlist x2
AWARD Awards, Integrated, Gold
AWARD Awards, Mobile, Gold
AWARD Awards, Promotion and Experiential, Gold
AWARD Awards, Market Disruption, Gold
AWARD Awards, Innovation, Silver
AWARD Awards, Digital, Silver
AWARD Awards, Branded Entertainment and Content, Bronze
Mumbrella - Ad of the year
Contagious - Campaign of the Week