Naughty or Nice Bauble - Myer

Retail sales are declining 2% year-on-year while department stores fair worse, at 5%. Myer, Australia’s largest department store, needed to get people instore during the all-important Christmas sales period. So, while others talked about the magic of Christmas, Myer sold it… for only $19.95.

Introducing the Naughty or Nice Bauble, a connected device that helped children (and their parents) see where they were on Santa’s naughty or nice list. Parents could secretly control the bauble via Bluetooth from an app on their smartphone, changing it from green for good and red for not so good. A custom API captured all bauble location and sentiment data which powered the rest of the campaign, letting Australia know how it was behaving through digital outdoor and social media. And for the first time in ten year, sales were up 1.6% store-wide over Christmas.

Award

Spikes Asia / Integrated / Grand Prix x 1

Spikes Asia / Digital / Grand Prix x 1

Spikes Asia / Digital / Gold x 1

Spikes Asia / Mobile / Gold x 1

Cannes Lions / Mobile / Bronze x 1

D&AD / shortlist x 2

One Show / Mobile / Bronze x 1

AWARD awards / Integrated / Gold x 1

AWARD awards / Promotion and Experiential / Gold x 1

AWARD awards / Market Disruption & Product and Service Development / Gold x 1

AWARD awards / Digital / Gold x 1