Dive Brief:
- Macy’s Inc. has brought back its seasonal “Believe” campaign for the eighth year with a three-minute video featuring a magic pen that grants holiday wishes.
- The campaign went live yesterday, and will appear in 15, 30 and 60-second versions on television. throughout the holiday season.
- The department store chain will offer a $14.99 “Wish Writer” stylus for kids to use with its app and donate a portion of the sales to the Make-A-Wish Foundation.
Dive Insight:
Macy’s eighth “Believe” holiday campaign stars a magic pen that makes a wishes come true. Appearing in a three-minute version online and in shorter increments on TV, the ads show a winsome brother and sister writing letters to Santa, with wants such as “I wish it would snow” coming to life before their eyes.
For full campaign integration, the department-store chain is gamifying its mobile app with a “Wish Writer” stylus that gets kids involved holiday activities such as building a snowman and writing a letter to Santa. A portion of the proceeds from the pens will go to the Make-A-Wish Foundation to help satisfy the wishes of terminally ill children.
The campaign will not only contribute up to $1 million to a worhty cause, but should also win fans among bored children waiting in line for Santa, as well as appreciation from parents eager to keep their kids busy while shopping for the holidays. Macy’s plans to increase its ad spend by an undisclosed amount this year.
