Cultural Tension
Department stores were declining. Christmas sales were declining. Magic was declining.
Brand Truth
Myer has always been part of the magic of Australian Christmas. It just needed a new way back in.
The Idea
Sell Christmas magic for $19.95.
An IoT ornament that tells kids (and adults) if they’ve been naughty or nice. Connected to an app, an API and nationwide DOOH.
Why It Matters
Sold out in 11 days.
In-store footfall lifted. The country played along.
A shrinking category rediscovered belief and Myer became the centre of Christmas again.
It even inspired a knock-off which you can buy here
Agency: Clemenger BBDO Melbourne
Client: Myer
