Myer's 'Elf's Journey' Ad Spotlights a Perfectly Imperfect Family
Laura McQuarrie — November 18, 2017 — Marketing
References: adweek
For the third year in a row, Australia's Myer department store launched a Christmas campaign featuring Elf and his "rag-tab bunch of Christmas friends." In the latest addition to the ongoing story, 'Elf's Journey' shares how Elf comes to appreciate his modern family, which is perfectly imperfect—which will resonate with many consumers, especially during the holiday season. Each time the campaign video is shared on Facebook, Myer will donate a dollar to The Salvation Army.
To dive deeper into the world of Elf and his pals, customers can use the Elf Vision app to have the characters appear in augmented reality before their eyes. As part of its Christmas campaign, Myer is having these 3D characters come to life on Instagram, gift cards, catalogs, storybooks, as well as an in-store treasure hunt.
To dive deeper into the world of Elf and his pals, customers can use the Elf Vision app to have the characters appear in augmented reality before their eyes. As part of its Christmas campaign, Myer is having these 3D characters come to life on Instagram, gift cards, catalogs, storybooks, as well as an in-store treasure hunt.
Trend Themes
1. Festive Augmented Reality Campaigns - Using augmented reality experiences for holiday campaigns, like Myer's Elf Vision app, can create a more engaging and interactive experience for customers.
2. Perfectly Imperfect Family Representation - Highlighting non-traditional or imperfect families in advertising, such as Myer's 'Elf's Journey' campaign, can resonate with consumers and promote inclusivity.
3. Charitable Donations Through Social Sharing - Encouraging social media sharing with the promise of charitable donations, like Myer's pledge to donate a dollar for each Facebook share of their campaign video, can increase brand engagement while supporting a good cause.
Industry Implications
1. Retail - Retail companies can utilize augmented reality experiences and non-traditional family representations in their holiday campaigns to attract and engage customers.
2. Advertising - Ad agencies can work with brands to develop campaigns that embrace the themes of inclusivity and charitable giving, as seen in Myer's 'Elf's Journey' campaign.
3. Non-profit - Non-profit organizations can explore partnerships with brands, like Myer's collaboration with The Salvation Army, to increase awareness and funds for their causes through creative marketing campaigns.
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