This month we take a look at the big Christmas campaigns that caught our eye.
First up and our personal favourite, its John Lewis and Monty the penguin. The UK retailer’s Christmas burst is as emotionally charged as previous years with the introduction of loveable Monty the Penguin, supported by a very clever digital campaign. The iconic brand collaborated with 3 tech giants (Samsung, Microsoft and Google) on the campaign to drive footfall into stores. In partnership with Samsung John Lewis have created an in store space – Monty’s Den where they will bring Monty to life. Kids can get their photo taken with Monty, create a Christmas themed card and follow on the story from the TV ad. And that’s not all, in collaboration with Microsoft and Google Cardboard, John Lewis have created Monty’s Magical Toy Machine – an experience that allows kids to see their favourite toys come to life via a Kinect 2-enabled 3D interactive experience. Available only in the Oxford Street flagship store until 23 December, the machine will scan kids' toys so they can appear on screen as a moving, life-like 3D image, which then dances for them. It made its debut on social media on 6 November and, in less than 24 hours attracted nearly 500,000 Tweets, Monty the Penguin has sold out in stores and the tv ad has over 17 million views on Youtube to date.
Lead by a 60 second TV campaign featuring a group of kids rummaging through their department store at night - Debenhams Christmas campaign runs across all touch points that consumers engage with.Debenhams festive message is all about promoting the breadth of products on offer. The Found It campaign features three million gift guides, featuring over 750 products,1.4 million toy, beauty and lingerie brochures have been distributed as well as an online gift guide solution. In store ‘Found It’ creative executions will appear in windows and throughout ‘hot spots’ with gift cards and swing tags delivering over 120 gift messages. On social media consumers are encouraged to share their #foundit moment via a bespoke microsite to be in with the chance of winning £1,000 worth of shopping over the four weeks leading up to Christmas as well as appearing on Debenhams cover wrap of the Metro newspaper. Another example of how Twitter is playing a massive part in Christmas campaigns this year with dedicated hash tags at the centre of much of the brand messaging.
UK high street retailer Argos is also thinking digitally with the launch of an app, My Christmas Wishlist, to help 3-7 year olds figure out what presents they want under the tree this year. The app can be downloaded by parents, allows price range to be fixed and the number of toys kids can choose. With the help of animated characters, children can select their wish list of toys, which is then emailed to parents, who can share this with friends and family who may also be purchasing presents. My Christmas Wishlist is a useful app for parents and other family members who may be struggling for gift ideas.
This year the UK retailer has went for a digital first, unbranded campaign featuring two fairies spreading Christmas cheer and delight. The campaign which has ditched celebrities in favour of social media, is led by two fairies called Magic and Sparkle. M&S launched @thetwofairies Twitter stream in early November and the #followthefairies. On it Magic and Sparkle showed how they brought some magic across the UK. The fairies created snow outside a primary school, cheered up night shift workers with M&S cupcakes and even added fairy lights above Newcastle’s Tyne Bridge. This is a clever move for M&S and offers a content rich campaign, by sharing tales of how they have brightened up someone’s day M&S is also generating a very positive PR story and also differentiating themselves from competitors.
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