Myer has proudly trumpeted its Giftorium in the lead up to Christmas - so what's David Jones doing?
David Jones has announced the launch of its 2014 Christmas Campaign titled “The Things We Do for Love”.
David Jones has collaborated with Tina Arena to re-record the famous 10cc song ‘The Things We Do For Love’.
It was released in line with the new campaign’s short film and TVC on November 5.
The song is the anchor of the David Jones Christmas campaign, communicating the message that everything we do at Christmas is love in action.
To reflect this, Tina Arena’s song will be available to download on iTunes with proceeds donated to the National Breast Cancer Foundation (NBCF).
The campaign was created in collaboration with Whybin\TBWA.
In a move away from merchandise driven campaigns, the creative is designed to capture "the spirit of Christmas".
The 120 second film directed by J H Beetge tells the story of a young boy at Christmas time who becomes concerned that Santa will not be able to visit his family home as they do not have a chimney.
In line with the launch of Christmas, David Jones’ Elizabeth Street flagship Christmas windows also launched on November 4.
The iconic Christmas windows feature traditional puppetry displays which, this season, tell the story of a Reindeer, the lead character from the David Jones Christmas book, ‘Reindeer’s Christmas Surprise’.
The Reindeer’s Christmas features hand crafted puppets and animated scenes showcased over 6 windows.
The window displays have been in construction for approximately six months, with in excess of 5000 manhours being spent on the creation and installation of the windows.
“The Things We Do For Love” 2014 Christmas campaign also encompasses:
In Store Theatre
Christmas at David Jones officially launches on November 4 as the Christmas windows of the flagship Elizabeth Street store are unvieled and the TVC and Christmas song are released nationally on November 5. David Jones stores Australia wide will then host a range of activations including; Santa photos, roaming Santa & Christmas fairies in all stores with a toy department, Christmas concerts & pantomimes, Santa PAWtraits (NSW,VIC,WA,SA,QLD), place your face interactive panels and Christmas decorations.
David Jones Magic Santa Application
Customers can download a free 'David Jones Magic Santa App' from the Apple iTunes Store or Google Play store app. It reveals hidden 3D characters in Kid's Christmas collateral. In-store customers can use the app with an interactive photo wall to discover life-size characters and capture a photo or video to share with friends and family.
David Jones Christmas Book
David Jones has collaborated with Australian children's author Ursula Dubosarsky and Australian illustrator Sue deGennaro on creating an original Christmas book titled ‘Reindeer’s Christmas Surprise’ which will be sold exclusively at David Jones. The story will be bought to life in this year's Elizabeth Street store windows in a series of scenes hand crafted by puppeteer David Poulton and shown every day and night from Wednesday 5 November through to December 25. The book is sold with a limited edition reindeer soft toy at $19.95.
Social Media Activation
The "Things We Do for Love" social media activation offers a prize package valued at over $15,000 - with the chance to win something every day kicking off from December 1 at davidjones.com.au/christmas. The activation also includes exclusive content on David Jones' Youtube channel and a shoppable catalogue.