Myer gives parents the power of Santa in Christmas campaign

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 13 November 2018
Myer Christmas campaign

This Christmas parents can let their children know if they've been naughty or nice with a special bauble from Myer.

The 'magical' bauble, which is exclusive to Myer and costs $19.95, was created by Clemenger BBDO for the department store and lights up green for nice and red for naughty.

Users need to download the Myer Bauble app to control it via Bluetooth.

In the 30-second TV spot launching the holiday decoration, young children are seen doing house chores, eating their greens and preparing dinner for their parents to make sure they're on “Santa's” nice list.

The campaign will evolve to include live data from the baubles to deliver real-time updates on out of home and across social media.

Myer group general manager of marketing Andrew Egan says the brand wanted to give Australians something special for the holiday.

“This year, we wanted to inject a little bit of magic into the Christmas retail period, and give Australians a way to keep track of how naughty or nice they’ve been ahead of the big day,” Egan says.

Clemenger BBDO Melbourne executive creative director Stephen de Wolf says the agency created the bauble because children have Santa's list at the top of their mind each Christmas.

“We all wake up with that little pang of doubt on Christmas morning. Did Santa deliver? Will I get what I want? Was I good enough this year?” Wolf says.

“Our bauble is like a little insurance policy - helping manage our expectations by giving us sneak peek at where we sit on Santa’s naughty or nice list.”

Absent from this year's Christmas campaign is Myer's holiday ambassador - the animated Elf.

The 2017 spot with Elf also included Reindeer, Mouse and Angel who share the typical family Christmas experience – they all drive each other crazy.

The campaign also included a children's book based on the characters and VR technology which brought them to life using the Myer 'Elf Vision' app.

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