Cannes Lions
J. WALTER THOMPSON, New York / MACY'S / 2016
Overview
Entries
Credits
Description
Macy’s Wish Writer is a light-up stylus and app experience where kids can write their most magical letter to Santa and play a series of games/experiences that are fun, creative, and teach generosity. The Wish Writer was sold in Macy’s across the US.
Write and send a letter to Santa with magical animated inks. Play games that are addictively fun, open ended, and creative. Completing each game adds Christmas spirit to a section of the wintery WishWriter town. There’s an activity book and augmented reality tools. Parents can save and share their children's creations.
To launch Wish Writer, we created a 3 minute film which featured a magic pen that only works when its user wishes for others. We follow the journey of a little girl from doubter to believer, as she realizes its power of her pen and the happiness that comes from making wishes come true.
Execution
Implementation:
• Wish Writer Stylus/app sold in Macy’s, nationwide
-Custom designed packaging, in-store display
• The companion App available for Apple and Android
-Stylus activates through app via augmented reality.
-Each activity designed to utilize the stylus, ergonomically designed for children’s
hands.
-Games thematically tied to activities within our wintery "Wish Writer" town;
completion lights up a neighborhood.
-Games designed to encourage replay with escalating difficulty for older kid appeal
-Multiple players
-Creations savable with parents enabled post/sharing.
•Wish Writer brand film support primarily digital, after teaser/film launch on Macy’s
Thanksgiving Day Parade. Online digital video used 3 minute to :15 film lengths.
-Creative testing conducted to determine unit optimal length per platform
•Timeline:
-November 22 - December 24, 2015
•Placement/scale:
-100,000 Wish Writers for sale in Macy’s nationwide.
-Teaser broadcast and :90 launch - Macy’s Thanksgiving Day Parade
-3 Minute plus additional lengths: YouTube, Facebook and Instagram
-Inclusion in Macy’s holiday promotional materials and owned media, in-store display
Outcome
Consumer Value:
• A digital holiday tradition that’s fun for kids to learn generosity and “Believe”.
Macy’s Value:
• Wish Writer is the real-life manifestation of Macy’s holiday campaign promoting the
importance of generosity and kindness to others during the holiday season.
• Achieved goal: re-inventing Santa letter writing
• Aided in growing letters mailed at Macy’s 35% to 2,700,000
Reach/product impact:
•3x goal achieved on video views across YouTube, Facebook, Instagram
•Total views: 33MM
•200MM media impressions
•Average time playing app: 17 minutes per session
•App completion rate: 85%
Business impact:
•100,000 Wish Writers manufactured 2015
- Additional production would be lower unit price
•82% lift in Google organic search as result of viewing campaign video; best in class among retailers
• +16.3% brand favorability, +57.4% brand interest; Youtube
• +6 points in brand favorability; Instagram
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