Tag: Myer

Sydney, Australia – Upscale department store chain MYER has unveiled its newest inspiring Christmas campaign titled ‘Make Your Merry Meaningful’ via collaboration with creative agency Clemenger BBDO.

The bold, bright, and fun campaign reminds Australians that Christmas is more than just a season of giving but also a time for everyone to connect, show love, and express appreciation for their loved ones through sentimental gifts that hold meaning and thought.

MYER’s campaign will also include a digital film featuring the endearing character Wendell, a wombat-shaped soap who has been thoughtlessly regifted year after year, from Christmas to Hanukkah. In the film, he shares his wisdom from being re-gifted all over the country and says that it’s the thought that counts.

The campaign reinforces MYER’s position as the ultimate destination for gifting, helping Australians find the perfect gift within their budget for their loved ones so that all gifts are treasured, unlike Wendell.

With fun and engaging taglines, the campaign will span TV, BVOD, OOH, digital, social, online, in-store VM, and immersive in-store experiences like gift wrapping and team member uniforms. It will run from November 2 until Christmas Eve.

Geoff Ikin, chief customer officer at Myer, said, “The campaign is a reflection of Myer’s commitment to making Christmas truly special for everyone. Amid the hustle and bustle of the holiday season, Myer wants to remind Australians that Christmas is more than just a season of giving; it’s a time to connect, show love, and express appreciation through gifts that hold deep meaning and sentiment.”

He added, “We’re here to help every Australian to give thoughtfully, mindfully, and meaningfully this year—from our expertly curated Giftorium, our world-class service to assist and inspire choice, professional gift wrapping, and our renowned Santaland to entertain the family—we have everything all under one roof.”

Tristan Graham, ECD at Clemenger BBDO, also shared, “The best Christmas ads entertain us while also making us view that time of year a little differently. And what’s more entertaining and thought-provoking than advice from a gruff little wombat soap who’s been regifted since the 80s? ”

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.

https://youtu.be/BZHNUfyAPOs

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.”

Australia – Australia’s department store chain, Myer, has reappointed Essence, a global data and measurement-driven media agency, to handle its media business, cementing and extending its 12-year partnership.

The Melbourne-based account includes media strategy, and its full online and offline planning and investment duties. Essence and Myer will continue to work together to drive positive business outcomes for the Australian retail brand.

Myer said that over the past three years, it has been delivering against its ‘Customer First Plan’, ensuring it remains Australia’s favourite and most trusted department store through leading service, improving its range and offer, and enhancing and scaling its online business. Essence has assisted Myer to deliver bespoke solutions and innovations to help deliver on these aims. 

Jeremy McNamara, Essence’s managing director for Melbourne, said, “The word ‘partnership’ gets thrown around so much these days, but we feel privileged to have grown a true partnership with the team at Myer over the past 12 years – one built on trust, excellence and accountability. We’re thrilled to be continuing our partnership with Australia’s most trusted department store and helping with the delivery of its Customer First Plan.”

Meanwhile, Aaron Achurch, Myer’s head of media, noted, “Essence has been a critical partner to us in developing and rolling out our media buying strategy to ensure that we are communicating in the best way, across all channels, on our range and offer to our customers – and we look forward to continuing to work with them on the delivery of our future plans in this important area.”

Just recently, Essence has also been appointed by beauty brand Plum to handle its integrated media duties in India. Through the mandate, Essence will manage strategy, media planning and media activation for Plum’s brand marketing activities.

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.