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Myer creates bauble that tells kids whether they have been naughty or nice

Department store Myer has launched a Christmas campaign centred around a “naughty or nice” bauble decoration.

Created by Clemenger BBDO Melbourne, the baubles are controlled by bluetooth-enabled smartphones and can be switched to red (naughty) or green (nice) with the controlling app.

The campaign has also been extended to TV and features an ad where kids are seen doing household chores including making their beds, vacuuming, eating their greens, taking the bins out and doing the washing up in a bid to keep the bauble green.

Andrew Egan, general manager of marketing at Myer, said in a statement: “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, ECD at 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.”

The Christmas campaign comes one month after the brand brought back its ‘My Store’ brand platform.

Credits:

  • Client: Myer
  • Creative agency: Clemenger BBDO Melbourne
  • Media Agency: Ikon
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