Boots ‘Bags of Joy’ Christmas Campaign Presents Geo-Targeted DOOH Activity to Attract Consumers to the Store
Boots unveiled their 2021 Christmas campaign, “Bags of Joy” with Jenna Coleman as Joy. Created by The Pharm, the campaign aims to make Boots the number one gift destination of the season. It focuses on the happiness of spending time with friends and family and the wonderful feeling of giving them joy, after a year where so many have not been able to spend time together. The soundtrack for the commercial is a piece of music composed by Rachel Portman OBE, the first female songwriter to win an Oscar, and performed by a 45-piece orchestra at Abbey Road Studios.
In the movie, Joy receives a gift from her grandmother – a bag she discovers has the power to make her Christmas truly magical. When Joy puts his hand in the bag, he gives the perfect gift to every opportunity. Some surprising, others touching, but the gifts always adapt wonderfully to the situation and to the recipient, even if it is Joy herself.
The campaign kicks off with a three-minute online film and 60- and 30-second TV and video-on-demand edits. TV activations will launch on November 6 during Jonathan Ross on ITV with short teasers leading up to the date.
The campaign will include activations across TVC, online, social, Digital Out of Home DOOH) radio, print, PR and in-store. Boots will use geo-targeting on DOOH activity to attract people to the store.
Boots are also in partnership with Sky Media. This will feature product-driven purchasable TVCs with QR codes, drawing viewers to Boots.com and allowing Boots to attribute online sales directly to its partnering activity. Using the combination of AdSmart targeting and Boots first-Oparty data to target current and past customers through the Advantage Card loyalty program, the campaign will provide a seamless and immediate experience for shoppers to browse and buy from the comfort of their sofa. .
To raise awareness of the campaign, Boots is hosting a takeover of the ITV hub on November 8 and working with Channel 4’s Collectible Lounge to provide viewers with program playlists curated according to the campaign’s theme.
“This year we wanted to celebrate the heartwarming memories that families can once again create and cherish,” said Pete Markey, Marketing Director of Boots UK. “To reach our customers wherever they are, we have a comprehensive marketing plan to make sure they can experience that Christmas magic at every point of touch. Whether they’re parading for some festive inspiration on Instagram, flipping through a magazine, or relaxing in front of the TV, we want people to feel joy at every opportunity.