Around the world retail sales are declining 2% year-on-year. Department Stores are declining at 5%.

Myer, Australia’s largest Department Store, needed to drive footfall during their all-important Christmas sales period.

So, while other retailers talked about the magic of Christmas, Myer decided to sell it… for only $19.95.

Myer created an exclusive Christmas product - the Naughty or Nice Bauble. A connected device that helped children (and their parents) see where they were on Santa’s naughty or nice list. Parents secretly controlled the bauble via Bluetooth from an app on their smartphone, changing it from green for good to red for…. not so good.

A custom API captured all bauble location and sentiment data which powered the rest of the campaign, letting Australia know how it was behaving through digital outdoor and social media.

And the result?

For the first time in 10 years, Myer sales were up 1.6% store-wide.