This year’s Christmas Campaign from Boots UK focuses on how hard it can be to find the right gift for the very different people in your life – and how a trip to a Boots ‘Bootique’ is the answer.
Christmas research conducted for Boots says that this year people want to give fewer, better gifts and focus on the most special people in their lives. However, this can make Christmas stressful. In fact, more than a third of us are worried about choosing the right gift*. This is no surprise; with the multitude of new trends and tribes constantly emerging, it can be daunting to show our most precious people that we really get them.
To help solve this problem, Boots is launching hundreds of individual ‘Bootiques’: gift edits curated around the countless personalities that make up the fantastic people that we love. Bootiques will appear online, in Boots stores, in out-of-home, social media and experiential channels.
Using our huge database, we have built a Bootique for everyone. Examples are: the ‘What to buy the person who lies awake dreaming of sleep Bootique’, the ‘What to buy the person who loves working out nearly as much as talking about it Bootique’, the ‘What to buy the moody tweenager formerly known as your little angel Bootique’ and even the ‘What to buy your bestie for the leastie Bootique’.
Whoever you are buying for, Boots will have fun, engaging Bootique for them… There will even be a ‘Build Your Own Bootique’ online tool to share your passions with friends and family.
Marketing Director for Boots UK and Ireland, Helen Normoyle said: “This Christmas we want to help the nation feel good, with a fun look at the very real challenge of finding that perfect gift. People’s ever-changing passions and interests can make it tough to buy for them at Christmas. We have used that challenge as a source of creative inspiration to help customers easily shop from the amazing range of gifts Boots have to offer, across our gifting, beauty, health and wellness ranges.”
The campaign will launch with a media event and 90 second film. Starting in a traditional village hall, the film shows the common gifting frustrations of a married couple, Linda and Neil. Another character relates to their frustrations and reaches boiling point on just what a nightmare Christmas shopping has become. The doors to the village hall burst open, and we move through a series of scenes which bring to life some of the people we now have to buy for. From the person who gets up every Sunday at 6am to be yelled at by a fitness instructor, to the person who totally gets why a Beauty influencer contours with a kitchen spatula, the Bootiques are revealed as the perfect solution for all those ridiculously hard to buy for people in your life. The film will air during prime-time on Saturday 9 November with a unique road-block media buy across ITV, Channel 4, Sky, YouTube, Facebook and Twitter.
The campaign is in line with changing consumer behaviour, putting a much greater focus on the innovative digital experience than ever before, upweighting digital spend from 42% to 55% year on year and increasing support in social media, PR, experiential and Boots Advantage Card activity.
Dede Laurentino, Chief Creative Officer at Ogilvy UK said, “This campaign tackles one of the great challenges people have over Christmas – getting the perfect gift for our friends and family. This truly human insight has powered the whole idea and we’ve used technology and wit – in equal measures – to bring it to life in a way that has never been done and could never be done until now. Tech meets the heart, it’s Christmas in 2019 after all.”
Kate Rowlinson, CEO, MediaCom: “The Boots Christmas campaign is a brilliant example of an integrated media and creative approach, built on a foundation of data, which allows us to talk to our customers about all the amazing new Boots products in a highly personalised and relevant way.”