Myer launches new ‘Christmas is where we are’ campaign and innovative Myer Global Positioning Stocking via Clemenger BBDO Melbourne
Myer has launched its new Christmas campaign via Clemenger BBDO Melbourne, accompanied by a fun and interactive new product, the Myer Global Positioning Stocking.
The new campaign recognises the unique nature of an Australian Christmas. 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.
All of which makes Santa’s job of tracking down and delivering to Aussie kids much, much harder.
With that in mind, this year, Myer is celebrating the Aussie Christmas, wherever it happens to be, with a new campaign platform: “Christmas is where we are”.
The launch ad follows the story of Sally, a young girl whose family are going away at Christmas, as she grapples with the important question: How will Santa find me?
Myer and Clemenger BBDO Melbourne have answered this question for Sally and all Australian kids, with an innovative solution, the Myer Global Positioning Stocking. A product that ensures Santa can find everyone this Christmas.
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.
The “Christmas is where we are” campaign will commence this Sunday across TV, digital and social, print and OOH, and will evolve over the Christmas period.
Says Geoff Ikin, chief customer officer, Myer: “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.”
Says Stephen de Wolf, chief creative officer, Clemenger BBDO Melbourne: “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
Director: Nick Ball
Production Company: FINCH
Sound Design & Mix: Squeak E. Clean Studios
Connected Device: Creator
Media agency: Ikon/Essence
38 Comments
I liked it the first time it was done for Air New Zealand.
https://www.youtube.com/watch?v=etnqFHebChs
The difference been AirNZ did it for realz.
Surely someone at Clems Melbourne checked. Geez.
Did Air NZ make a load of connected stockings when they did it for reelz?
This shits all over Air NZ
Air NZ made a film once. Good for them.
Welcome to 2019 bro.
The Myer film is much better and only one small part of the campaign.
Happy Christmas
X
@Hi Kiwi,
“The Myer film is much better” you say? So
that makes it ok to copy someone’s idea but just try execute it better you reckon? Na, you don’t believe that. Stop defending it. The film idea is identical right down to the santa sign at the end. You can’t deny it. It’s there for all to see. I’m sure it wasn’t intentional, Clems are better than that.
And I have to be honest, the Stocking idea isn’t that good either. Seems convoluted – and certainly isn’t worth $35.
I much prefer what Clems did for Myer last year with the naughty or nice Xmas ball. Much smarter.
Just a bit on the nose isn’t it? The film is just a direct rip from the AirNZ work. And the stocking feels like the awkward follow up to the baubles. It just feels a little underdone. If you’re going to spend up big on a Christmas campaign then put in the effort.
Ok Boomer. But it’s the same idea, first made by Air NZ. No overpriced stocking is going to hide that.
Air NZ did this about 5 years ago. Time to stop googling ideas
Hmm yes tv is a rip off.
And a gps enabled stocking? I much preferred the naughty or nice baubles. Great insight for the parents.
A kid that’s worried thatSanta is not going to find them. Same idea.
Watching the Myer ad makes me feel like I’m an emotion cow that is about to be milked.
Air NZ is my pick. A real family living a real life and a kid that has a real reaction. A real family with a real reaction. Super charming.
I normally roll my eyes at all the ‘this was done before in a print ad in Uzbekistan in 1982’ comments…
but…
yeah…
Nothing’s new. Its all been done before.
So no big deal there.
But where’s the joy?
Done before, stocking is shit, blah, blah, blah.
I think what you mean to say is it’s actually quite good and you’re all a little jealous.
Carry on with your mundane lives people.
air new Zealand ???
https://www.youtube.com/watch?v=etnqFHebChs
“What’s the Air NZ ad and who gives a shit about it?”
look at all these clems employees desperately defending their work.
Yeah that’s a pretty bad knock-off. Clems should really know better.
How are the stockings a knock-off?
Or are you talking about one scene in a TVC that forms 0.01% of the campaign?
After seeing the Air NZ spot I would be embarrased as a creative unit to even present this to the client in the first place.
If it WAS quite good and I was a little jealous I could probably overlook the similarity. But it’s not, and i’m not.
What they said.
Lol it actually made sense when a travel related company did it.
It is and you are
Ok one is a knock off which is bad, but both are pretty shite ads. Both make a little mouth vomit occur.
So you want me to pay $20 for a marketing gimmick that is just an ‘add to cart’ mechanism wrapped in felt?
So next year will be reindeer horns with wifi? Should have got off this bus last year guys.
Ya’ll have forgotten I made the original bloody Santa. Where’s my royalties.
ripped
Why would Clems rip off an ad?
If you’re focussed on the TVC then you’re looking at the wrong thing.
Rips aside, this is plain tech for tech’s sake.
There’s no insightful use of tech here. Just ‘ooh we stuck a chip in this’.
The naughty or nice baubles were brilliant. How do you get your kids to behave better at Christmas? Genius.
This? Well the fact the creatives haven’t got their names out for it…
I’m not one for Christmas but I swear I’ve seen those Santa stop here signs all over my street.
Oh dear, seems like Clems are on the naughty list. No getting out of this one, not even a cheap yet expensive bit of tech.
Naughty or nice baubles was insightful and awesome. Why not build on that? I’d buy a dozen if they were still available.
Just like Russell Crowe we’re more than happy for you to claim this one.
This is clearly a copy and someone at Clems needs to answer for it.
They come from the same insight, solve the same problem, so similar execution.
But the air NZ one moved me.
The Myer one is a bunch of tech, designed so try-hard award judges will get fooled because they’ll think it’s ‘modern’.
Loved this ad. Bought a tear to my eye. This ad is so like a lot of Australian families.
Is it good to steal from fellow campers to make kids happy?