The campaign dramatized how if you came to the retailer, nobody would have to pretend to like their presents, because we could help you find products everyone would truly love. We had found that 66% of Brits receive unwanted Christmas gifts – but are often too polite to admit that, or to say what they really do want. With media agency Blue 449, we came to a brief aimed at helping customers avoid the awkward situations and fake smiles come Christmas morning. We wanted to put our high impact media channels, such as out-of-home and radio, in the hands of the public, giving them a platform to tell their loved ones what they really did – and didn’t – want for Christmas. The objective was to use data creatively to further demonstrate how we can help to make sure you get the tech products that are right for you

This personalised element of the Christmas campaign helped people to get what they really wanted for Christmas by targeting their loved ones with not-so-subtle pointers about the tech they would love, versus the presents they really didn’t.

People could submit the tech gift they wanted, from a KitchenAid to a pair of Beats headphones, on a bespoke webpage, along with who they wanted to buy it for them. Most importantly they could say where that person would likely be each day, such as the streets on their daily commute or the station they went to every day.

We then picked a number of entries from around the country and put their personalised hints in places the recipient couldn’t help but notice. Using our tongue-in-cheek tone of voice that also defined the TV campaign, we crafted lines that nudged the intended recipient towards the right gift.

There were over 3000 bespoke ‘hints’ across the six week campaign, covering over 500 sites across static, digital and ambient outdoor sites – from hand painted murals to digital 6 sheets, even an ad van. We also targeted shoppers on radio, with bespoke shouts to people we knew would be listening.