MYER
Naughty or Nice Bauble
With retail sales down, Myer faced a challenge as it entered the all-important Christmas sales period.
So while everyone else talked about the magic of Christmas, Myer decided to sell it (for only $19.95).
Working with Wave Digital to develop an iPhone and Android app for the Myer Bauble. The Naughty or Nice Bauble was the centrepiece of Myer’s Christmas campaign. Selling out in only 11 days, each Bauble was bluetooth enabled. When paired with the mobile app, parents could change the colour of the Bauble to green if you’ve been good and red if you’ve been… well… not so good.
Geo-targeted OOH
When the baubles were hanging on trees in homes around Australia, our customised bauble API captured location and sentiment data.
This data fed into digital outdoor sites and social media, updating every 30 minutes to let states, cities, and suburbs know how they were behaving.
Myer profiled these live results throughout the Christmas retail period, giving the campaign longevity well beyond its launch and giving Myer continuous relevance and awareness right up until Christmas Day.
