The high street had its worst Christmas ever last year with even John Lewis faltering. It’s too easy for people to applaud your advertising, then head to Amazon. In a world of the declining high street and declining consumer confidence, it was imperative that we don’t just do storytelling, but ‘story-doing’. We needed something that was bigger than a TVC. So, our energy went into creating something distinctive and unique, something you couldn’t get elsewhere. Our campaign therefore, wasn’t simply about the advertising or its amplification but the creation of physical and virtual Bootiques across the UK, Bootiques in store and online and hyper personalised shoppable Bootiques that show up as contextual advertising. Bootiques helps the nation shop for all the ridiculously hard to buy for people in their lives.
The tone is deliberately fresh and modern to help drive reappraisal, as people are stuck in the mindset that Boots offers giftsets for Christmas. The brand has changed since Christmas last year, we want people to know about it.
For a beloved brand like Boots we knew this would be different, but that was the point. The brand has spent the past twelve months radically modernising its offer and consumers and Christmas has changed too. We took this approach with our eyes wide open - knowing that different can be difficult - but confident that what really mattered was helping to solve a Christmas problem that would earn our customers love, and give them a reason to shop not just a reason to LIKE.