With Christmas Day fast approaching GDR’s innovation research team has picked out seven of the best festive campaigns, activations and product launches from the 2019 holiday season.
Direct-to-consumer florist Bloom and Wild has created mini Christmas trees that come flat-packed in a box that will fit through the letterbox for the festive season. Each miniature potted tree is packaged complete with decorations including baubles, a garland, a star topper and fairy lights with batteries included. They are available in three seasonally appropriate designs: The Party Time tree, the Twinkle tree and the Christmas Magic tree.
British clothing and accessories retailer FatFace has created festive shopping bags that can be repurposed as wrapping paper. Referred to as “Mindful Wrapping Paper”, the brown paper bags can be cut in two places to create a piece of wrapping paper large enough to wrap the contents of the bag. In addition, the ends of each bag double as gift tags.
This experiential retail gem brings together two of our favourite case studies of the last 12 months. Camp is a themed toy store concept that combines shopping and play, while Kid HQ from Eko is an immersive virtual store with a choose-your-own-adventure-style narrative that makes browsing toys online interactive and fun. For the holiday season, the two retail offerings have combined at Camp’s New York flagship, where the ToyLab CAMP is a physical manifestation of the Kid HQ experience. Kids have to decide if they want to be a ‘Funfluencer’ or an ‘Awesomeness Agent’ as they test toys in a space designed in the same aesthetic as the Kid HQ platform.
UK retailer Argos has tapped into the nostalgia surrounding its traditional printed catalogues by creating a microsite documenting every edition of its autumn/winter issue for the last 45 years. A savvy slice of nostalgia, the site is cleverly linked to the current day catalogue and visitors to the site can click through to browse and purchase this year’s must-have gifts.
It has been reported that the site had 1.8 million visits in the first 48 hours and has now had more than nine million views.
An advent calendar created by the Canadian Mental Health Association and creative agency The Hive offers emotional support to those who struggle at this time of year. While Christmas is often presented in the media as ‘the most wonderful time of the year’, for many the holidays can be emotionally, financially and even physically exhausting.
‘The Self Care Calendar’ addresses this by offering messages of encouragement and kindness every day, instead of the chocolates found in most advent calendars.
UK pharmacy brand Boots has launched a multifaceted campaign featuring a TV spot, a new e-commerce platform that allows shoppers to curate and share their Christmas wishlists and a series of themed pop-ups across the country. The campaign, which works well across all touchpoints, is built around targeted, curated edits of its products which are said to make gifting easier and stress-free this Christmas.
Australian department store Myer has released the Bluetooth-enabled Global Positioning Stocking, which, tying back to its festive ad campaign, ensures that kids who are travelling on Christmas Day can let Santa know where they are. In addition to bringing its advert to life, the most interesting element is the wishlisting function on the accompanying app. Kids can search the Myer toy range and add their favourites to their Christmas wishlist. The grown-ups’ dashboard area then allows parents to view the wishlist and send ideas to relatives looking for gift ideas.