Myer Launches Data-Driven “Naughty or Nice” Campaign
By April Davis| 13 Nov 2018
The struggling department store has launched its Christmas shopping campaign, claiming live data and social media will play a role in how well its advertising collateral engages customers.
Myer’s latest holiday campaign has arrived, and this year the company has teamed up with Clemenger BBDO Melbourne to ensure its advertising material is highly engaging for consumers.
The company will be selling Naughty or Nice baubles that are exclusive to Myer, and are also the subject of its overall holiday campaign. According to an announcement on Tuesday morning, the baubles will be advertised across TV, social media and digital billboards, displaying what percentage of shoppers are naughty and what percentage are nice.
In the lead up to Christmas, the percentage on the baubles will be updated to present up-to-the-minute live data, keeping track of how naughty and nice consumers are over the festive season.
“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. By creating this exclusive product, we hope to give consumers an extra reason to visit Myer for their Christmas shopping needs,” said Andrew Egan, Myer’s group general manager of marketing.
Clemenger BBDO Melbourne’s Executive Creative Director, Stephen de Wolf echoes this sentiment, saying the bauble is a fun way to remind shoppers that Myer is their department store.
“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 a sneak peek at where we sit on Santa’s naughty or nice list.”
“Myer is Australia’s department store,” King said. “We have been there for generations of Australians, for their everyday life, but also for their most memorable and special occasions, whether that be: ‘My Birthday’, ‘My Christmas’, ‘My Father’s or Mother’s Day’, or ‘My Wedding’,” King said.
“The ‘My Store’ campaign showcases how Myer has been and will continue to be, a part of the Australian way of life.”