Myer delivers some Christmas magic with launch of Naughty or Nice Baubles via Clems Melbourne
![MyerBaubleApp[2]1.jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2018/11/05070800/MyerBaubleApp5B25D1.jpg)
Iconic Australian retailer, Myer, has today announced the arrival of Naughty or Nice Baubles for sale at Myer stores around Australia. The baubles, developed by Clemenger BBDO Melbourne, are the centerpiece of this year’s Myer Christmas campaign.
A Naughty or Nice bauble is no ordinary Christmas decoration, instead it lets you and your family know whether you’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 you’ve been good and red if you’ve 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.
![MyerBaubleOOHNice[1].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2018/11/04153855/MyerBaubleOOHNice5B15D.jpg)
Says Andrew Egan, group general manager marketing, Myer: “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.”
Says Stephen de Wolf, executive creative![MyerBaubleOOHNaughty[2].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2018/11/04153855/MyerBaubleOOHNaughty5B25D.jpg)
director, Clemenger BBDO Melbourne: “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.”
For more information about the bauble click here.
Client: Myer
Creative agency: Clemenger BBDO Melbourne
Media Agency: Ikon
28 Comments
This is better than that dross work from Monkeys
Noooooiiiiiiiiccccceeeee. Lovely stuff Trane & Shong
What a weapon for parents to wield to keep the kids in check. Love.
may not be the best location for a naughty vs nice message
That is bloody good, Congrats
This is a great idea. Well done.
Forget the endless schmalzy attempts at Christmas ads. They’ve been done to death and nobody ever beats John Lewis. This changes the game. Simple, fun and insightful. I hope Clemengers has retained the IP
Really good, well done
Take note, this is how you do naughty or nice.
What happens? Do the parents control it or what?
This is so simple, yet so clever. Hats off to all involved, I imagine these will sell out in no time at all.
Very, very nice.
Yes, the paired smartphone controls the bauble’s colour. You can control multiple baubles via the app too so if you have multiple kids, no problem.
EPIC! Amazing work Trong <3 As a self-proclaimed grinch this is finally some xmas creative I can get behind. xoxoxoxoxo char
Nice.
Put me down for two of those little bauble-thingys. Lovely idea
Lovely, well done guys
I think this thing just won Christmas. And that’s exactly why, it’s a real thing, not just a TV ad that everyone is doing and expecting.
Let’s all get on the blog and talk about the first thing that is kinda ok to come out of the agency this year….
Well F—- me, a christmas ad that makes them money.
Good stuff.
It’s about the fifth kinda ok thing this year from us actually.
Glad you like it.
Would have been nice to see this integrated into a Twitter API or social chat app to actually gauge the sentiment all across Australia, and have the baubles light up in real time and OOH react to engagement.
#Naughty #Nice etc.
Would have been nice to see this integrated into a Twitter API or social chat app to actually gauge the sentiment all across Australia, and have the baubles light up in real time and OOH react to engagement.
#Naughty #Nice etc.
Thats exactly how the OOH works
Making something hot and new that gets people into stores is a genuine solution to Myer’s business problem. This is the future of advertising, bloody clever stuff.
TAKE MY MONEY MYER!
Grouse. Fukn top work.
Great to have been a small part of the team involved in this project. now that Christmas is over i think we should get our developers to hack the baubles to flash to our office tunes!