Myer
Naughty or Nice Bauble
With retail sales down, Myer, Australia’s largest department store, faced a challenge as it entered the all-important Christmas sales period.
So while everyone else talked about the magic of Christmas, Myer decided to sell it (for only $19.95).
“A campaign that brings Myer into people’s homes”
How it worked
To create a new reason for people to visit their stores at Christmas, Myer invested in the creation of a must-have Christmas product – the Naughty or Nice Bauble.
No ordinary bauble, the connected device helped children (and their parents) see where they were on Santa’s naughty or nice list.
Via a partner app and a Bluetooth connection on their smartphone, parents could secretly control the bauble (or multiple baubles) depending on their child’s behavior. Changing the bauble’s colour between green for good and red for….. not so good.
Geo-targeted OOH
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.
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
AWARDED