Australian department store Myer has launched a campaign with a film that explores the distance between Santa Claus in the North Pole and Australia.
The campaign also sees the creation of a tech-enabled Christmas stocking that helps Santa Claus navigate to Australia.
Contrary to the traditional picture of Christmas in the Northern Hemisphere, with cold nights and fires at home, Australian Christmases are often spent away from home at the beach. Myer has decided the focus for its festive campaign would be the idea that ‘Christmas is where we are’.
The main film tells the story of a girl who is going camping by the beach for her Christmas break. After happily revealing this to a friend at school, she’s asked ‘how will Santa find you?’. The girl then makes sure that at every stop on her way, she leaves a marker so Santa can find her. On Christmas Eve, at the campsite, her family create a runway for Father Christmas to land and find her tent.
Myer’s chief customer officer, Geoff Ikin, said: “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.”
“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.”
The campaign and the Global Positioning Stocking was created by Clemenger BBDO Melbourne. The stockings include an interactive map, which will show Santa’s journey on Christmas Eve, a messaging tool to communicate with Father Christmas, Myer toys and product wishlists and a light-up Christmas countdown clock.
Clemenger BBDO 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.”
To keep up with the holiday campaigns globally, see The Drum’s special Christmas Creative Works and visit The Drum’s Christmas hub.
