Title: Naughty or Nice Bauble
Date Of Campaign: November 2018
Background: Australia’s retail landscape is challenging. Retail sales have declined 2% every year for the last 5 years. And Department Stores are faring worse, with sales declining 5% YOY.Myer, Australia’s largest Department Store, faced its most significant test in Nov 2018 as it entered the all-important Christmas period. But instead of following the well-trodden path of big emotive Christmas TV, Myer bucked the trend. Myer didn’t talk about the magic of Christmas, it sold it (for the bargain price of $19.95).
Idea: We wanted to make Myer the destination of choice for families during Christmas, so we gave them a new reason to visit, by creating an exclusive must-have product – the Naughty or Nice Bauble.The custom designed smart bauble helped children (and their parents) see where they were on Santa’s naughty or nice list, glowing green for good and red for not so good. Parents downloaded a partner app and secretly controlled the bauble (or multiple baubles) from their smartphone via Bluetooth Connection. Myer’s Naughty or Nice Bauble provided a secret weapon for parents and a new reason to believe for children.
Results: 20,000 baubles, produced and sold exclusively at Myer stores across Australia and online, sold out in just 11 days.Baubles appeared on Ebay for triple their RRP shortly after. The baubles returned a 35% profit margin, but more significant was their impact on the wider business. Shoppers who bought baubles re-visited Myer 4x more often and spent over 2x as much in-store than non-bauble purchasers at Christmas.And, for the first time in 10 years, total Christmas sales at Myer increased 1.6%.