Tag: Department Store

Melbourne, Australia – In the spirit of the upcoming Christmas season, Australian department store chain Myer has launched a multi-touchpoint campaign, encouraging Aussies to indulge, smile, and shop more this holiday season.

Part of the campaign is a film that is set on Christmas eve, where a couple faces the relatable stress of having to wrap their family’s long list of gifts. Starting from exhaustion, the couple finally gets into their groove, transforming the mundane palaver into an exhilarating performance.

With fun, cheeky, and attention-grabbing tag lines such as, ‘Stuff the turkey, stocking and self-control’, ‘Grab Christmas by the baubles’, and ‘Deck the halls, kitchen and living room’, the campaign will be brought to life across TV, BVOD, OOH, digital, social, online, in-store VM, gift wrapping and team member uniforms.

The campaign is conceptualised by Clemenger BBDO, with its media strategy led by Essence.

Speaking about the campaign launch, Geoff Ikin, chief customer officer at Myer, said that they are approaching the festive season with more confidence than ever.

“From our much-loved Melbourne Christmas Windows, which will feature iconic scenes in celebration of Disney’s 100 years of wonder, to our national Santalands, curated Giftoriums and our Myer one VIP shopping nights, we are there to help our customers celebrate this festive season,” he said.

Ikin added, “The campaign has been created to cut through the noise in typically the most cluttered media environments at Christmas. It’s fun, engaging, irreverent and offers what our customers love – a little surprise and delight. Australians love to celebrate Christmas, and so do we.”

Meanwhile, Jim Curtis, chief creative officer at Clemenger BBDO, commented, “Christmas is a weird and wonderful time of year filled with rituals that under normal circumstances would make absolutely no sense whatsoever. We leave carrots in our driveways for flying reindeer, we wear itchy, woollen sweaters in the middle of summer and we go the extra mile to show our loved ones how much they mean to us.” 

He added, “This year we’re asking Australians to let the season be the reason and double down on everything that makes Christmas, Christmas. Yes, that even means fully embracing the unique task of wrapping gifts at midnight the night before.”

Sydney, Australia – Sometimes, when asked by someone of ‘what you want for Christmas’, chances are you are put into a spot, feeling overwhelmed and unsure. Hence, instead of saying what you want really, you resort to describing vague terms regarding your gift wish.

Such a quirky ‘dilemma’ is the spotlight of the latest ad from Australian department store chain Myer, centered around the concept of ‘unriddling Christmas’ to Aussies.

Titled ‘The Vague Carol’, the ad portrays a slew of people describing what they want for Christmas, yet still giving vague answers such as “I’m not really sure, surprise me” or “no pressure, whatever, I’m easy…”. In addition, the ad’s song is also a reinterpretation of the famous Christmas song, ‘Joy to the World’.

Geoff Ikin, chief customer officer at Myer, noted that the campaign is all about capturing the joy and fun of Christmas for all Australians by playfully turning those vague wishes into wonderful gifts, adding this provides a great way to showcase the many reasons they continue to be the ‘home of Christmas gifting’.

“Christmas is a busy time of year, that’s made ever so slightly more complicated by our attempts at trying to guess the perfect gifts for loved ones. With the vast Christmas range on offer in-store and online at Myer, we’re here to help Australians Unriddle Christmas, with our expert Giftician service and wide range of gifts that everyone will love,” Ikin said.

The ad, made by agency Clemenger BBDO Melbourne, was first previewed to the MyerOne loyalty program, with over 5 million members. The campaign then comes to life across all of Myer’s platforms including TV, BVOD, OOH, digital, social, online and in-store.

One of the many OOH campaigns for Myer’s ‘Unriddle Christmas’ campaign.

“We can all relate to giving and getting those annoyingly vague responses at Christmas. But one thing’s for sure, it’s been a joy to reimagine this classic tune with Fiona and the team. We hope this spot inspires some loud and proud Christmas carol singing. And of course, helps Australia Unriddle Christmas and turn those unhelpful hints into wonderful gifts,” said Ellie Dunn and Huei Yin Wong, senior creatives at Clemenger BBDO Melbourne.

Myers also added that the campaign’s media approach, led by AKQA, is steeped in making their ‘Unriddle Christmas’ campaign one you cannot miss. 

“Unmissable media with in-depth partnerships ensures Myer creates and owns this relatable conversation, and showcases that no matter who you’re purchasing for, the perfect gift is waiting for them at Myer,” the company stated.