Myer taps into bluetooth technology again for its ‘Christmas is where we are’ campaign

A young girl’s anxiety about Santa’s inability to find her as she goes camping over Christmas is the centrepiece of Myer’s Christmas campaign this year, which features bluetooth-enabled gift stockings.

The hero TVC depicts the child, Sally, laying clues during her family’s road trip in a bid to redirect Santa to her temporary home in the bush.

Her grandfather ultimately saves the day with a full-on LED light display and a stocking which Santa can track.

The ad concludes with the tag line ‘Christmas is where we are’.

Supporting the campaign by Clemenger BBDO Melbourne is the Myer Global Positioning Stocking – “a product that ensures Santa can find everyone this Christmas”.

The Myer Global Positioning Stocking can be paired with a mobile device or tablet, and gives kids access to a platform where they can track Santa’s journey on Christmas Eve on an interactive map. The campaign will also offer a communication platform to send letters to Santa.

The platform for children to communicate with Santa

The stockings are available at Myer and online for $34.95.

Myer’s chief customer officer Geoff Ikin said the campaign taps into a key challenge facing Australian families at Christmas.

“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,” he said.

“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.”

Clemenger BBDO’s Melbourne chief creative officer, Stephen de Wolf said: “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.”

Last year, Clemenger BBDO Melbourne and Myer released Christmas baubles which could be controlled via a parent’s bluetooth-enabled device. The decorations could be turned green when children were being ‘nice’, but as a behaviour-change tool, they could also go red to indicate the children were being perceived as ‘naughty’.

Credits:

Creative agency: Clemenger BBDO Melbourne
Director: Nick Ball
Production Company: Finch
Connected Device: Creator
Production agency: MediaMonks
Media agency: Ikon/Essence