David Jones launches song for 2014 Christmas campaign

Rachael Micallef
By Rachael Micallef | 5 November 2014

Australian singer Tina Arena has joined forces with retailer David Jones for a major marketing push around its 2014 Christmas campaign.

For the campaign, Arena has re-recorded 10cc song 'The Things We Do for Love', which will be released in line with the campaign’s short film and TVC from today. Arena's song will be available to download on iTunes with the proceeds donated to the National Breast Cancer Foundation.

The campaign, also called 'The Things We Do for Love,' was created by Whybin/TBWA and is a move away from merchandise driven campaigns to focus instead on the nostalgia of the festive season.

In line with the messaging, J H Beetge has directed a 120 second film telling the story of a young boy who is concerned that Santa won't be able to visit because his family don't have a chimney. A 30 second version of the film will also be released on TV.

David Jones is continuing a tradition of its own with its Elizabeth Street flagship Christmas windows being unveiled to the public yesterday. The iconic windows feature traditional puppetry which this year tell the story of a reindeer from a David Jones Christmas Book 'Reindeer’s Christmas Surprise.”

David Jones CEO Iain Nairn said: “David Jones has a 176 year heritage as the home of Christmas in Australia. The Things We Do For Love” campaign successfully brings to life both the old and the new at David Jones, with a message that rings true for all of our customers at Christmas.”

Whybin\TBWA CEO Paul Bradbury said,“Family is at the heart of leading an extraordinary life. This
campaign reminds us all what Christmas is really all about.”

David Jones will also be ramping up its in store and online services over the holiday season including an end-to-end Christmas portal online, instore “Gift Gurus” to help choose gifts and free delivery for online orders over $50.

David Jones shops Australia-wide will feature Santa photos, roaming Santa & Christmas fairies, Christmas concerts as well as an interactive Christmas app.

The campaign will be supported by a social media activation, with David Jones is giving away $15,000 worth of prizes from December 1. To be in the running, customers have to get on social media and thank someone for “the little things they do for them."

The David Jones Christmas campaign follows Myer's push into the festive season in October, with the launch of its Christmas Giftorium created by Clemenger BBDO Melbourne.

 

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