Iconic Australian retailer, Myer, has announced the arrival of Naughty or Nice Baubles for sale at Myer stores around Australia. The baubles, developed by Clemenger BBDO Melbourne, are the centrepiece 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.
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, group general manager marketing, Myer said: “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.”
Stephen de Wolf, executive creative director, Clemenger BBDO Melbourne 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.”
Source: Campaign Brief