AdNews' Rosie Baker looks at the marketing strategies of Myer and David Jones leading up to Christmas.
MYER: launches exclusively with MCN for 24 hours
Myer’s Christmas ad this year once again features its band of quirky characters Elf, Reindeer, Mouse and Angel.
This year the department store has also created a children’s book based on the characters called ‘The completely and utterly, absolutely perfect Christmas, written and illustrated by H C Floren. It is complemented by virtual reality technology, which brings the characters to life using the Myer ‘Elf Vision’ app.
For the first time, MCN is running the ad exclusively across its network for 24 hours before the ads run on any other network. It will roll out across Ten and Foxtel, catch up sites Tenplay, Foxtel Now and the Foxtel app as well as MCN Location, Qantas In-Flight, and MCN’s out of home network, from Sunday 12 November.
Myer executive general manager of brand and marketing, Michael Scott, says: “We’re excited to be breaking new ground with MCN to help share the Myer story in the lead up to Christmas. Myer makes shopping such a positive part of Christmas and we’re delighted to be the first brand to leverage MCN's network over a 24-hour period in such a fully integrated and impactful way."
The 90-second ad will run on TV and Qantas screens, with a 30-second edit for digital channels.
As part of the partnership, Myer will also have ownership of Christmas programming across the Lifestyle Channel, including a bespoke ‘Short Break’ activation. Breaks will be shortened to run a special 90-second film, which will include a 15-second billboard beforehand.
MCN national sales operations director, Ben Sumpter, says: “Christmas can be a challenging time for retailers, so working with our agency partner, Ikon, we created a strategy that would create cut-through in a highly-competitive period.
“As leaders in multi-platform campaigns we were therefore thrilled to deliver our long-term partner, Myer, our expansive network exclusively for 24 hours, for the first time in MCN history. It’s the ultimate use of the MCN network, demonstrates the extraordinary combination of assets and aims to strike a balance between emotional brand engagement and tactical activity.”
The ads were developed by Clemenger BBDO Melbourne and continues the creative direction that was introduced in 2015.
David Jones: mirrors John Lewis
The Aussie department store has taken a leaf out of UK counterpart John Lewis’ festive playbook with a beautifully crafted, nostalgic and emotional take on Christmas.
The tail of a Gingerbread Man making his way home to Australia for Christmas is the focus of the David Jones Christmas ad this year.
The Aussie department store has taken a leaf out of UK counterpart John Lewis’ festive playbook with a beautifully crafted, nostalgic and emotional take on Christmas.
The ads were created by TBWA Sydney in partnership with design house Maud and in consultation with heavyweight UK marketer Steve Sharp, who AdNews reported was working with the department store a year ago.
Sharp led marketing for UK retailer Marks & Spencer for 10 years until 2015.
The Gingerbread Man, who is overseas in London, thinking about his family back home in Australia, undertakes an epic journey to make it back for Christmas Day via iconic shopping districts in Europe to pick up gifts for his loved ones.
The 90-second ‘Now It Feels Like Christmas’ ad will launch online on 9 November, and 60-, 30- and 15-second edits running on mainstream TV from 19 November.
The ads coincide with the launch and design of David Jones’ festive window displays.
The ad was shot by the Sweet Shop’s Mark Albiston and Colin Renshaw. Alt vfx did the animation.
The Gingerbread Man will also be central to the rest of David Jones’ festive communications,
catalogues, in-store elements, and partnerships with Fairfax and News Corp newspapers and digital sites.
David Jones CEO David Thomas says: “We’re proud to have been a destination for Australians who love Christmas for 179 years. This year’s campaign ‘Now It Feels Like Christmas’ aims to capture the role we play in an Australian Christmas, whilst also celebrating the importance of family and friends during the festive season. We hope that the campaign brings to life the excitement and joy of Christmas.”
TBWA chief creative officer Andy DiLallo says: “We wanted to give David Jones a campaign worthy of their iconic Australian brand stature. Christmas is a magical time of year, and this is a charming story that will connect with Australians of all ages.”