Boots ‘Bags of Joy’ Christmas campaign features geo-targeted DOOH activity to drive consumers in store  

David Murphy

Boots has unveiled its 2021 Christmas campaign, ‘Bags of Joy’ starring Jenna Coleman as the character of Joy. Created by The Pharm, the campaign seeks to establish Boots as the leading gifting destination for the season. It centres on the happiness of spending time with friends and family and the wonderful feeling of gifting joy to them, after a year where so many were unable to spend time together. The soundtrack to the ad is a piece of music composed by Rachel Portman OBE, the first female composer to win an Academy Award, and performed by a 45-piece orchestra at the Abbey Road Studios.

In the film, Joy receives a gift from her nan – a bag that she discovers wields the power to make her Christmas truly magical. When Joy reaches into the bag, it delivers the perfect gift at every opportunity. Some surprising, others touching, but the gifts are always wonderfully fitting to the situation and the recipient, even when that happens to be Joy herself.

The campaign launches with a three-minute online film and 60 and 30-second edits across TV and video on demand. The TV activations launch on 6 November during Jonathan Ross on ITV with short teaser films leading up to the date.

The campaign will feature activations across TVC, online, social, Digital Out of Home DOOH) radio, print, PR, and in-store. Boots will be using geo-targeting on the DOOH activity to drive people in-store.

Boots is also running a partnership with Sky Media. This will feature product-led shoppable TVCs with QR codes, driving viewers to Boots.com and enabling Boots to attribute online sales directly to its partnership activity. Using the combination of AdSmart targeting and Boots’ first-Oparty data to target current and lapsed customers through the Advantage Card loyalty scheme, the campaign will provide a seamless and immediate experience for shoppers to browse and buy from the comfort of their sofas.

To drive further awareness of the campaign, Boots is running an ITV hub takeover on 8 November and working with Channel 4’s collection lounge to provide viewers with curated programme playlists based on the theme of the campaign.

“This year, we wanted to celebrate the heart-warming memories that families will once again be able to make and cherish,” said Boots UK Chief Marketing Officer, Pete Markey. “To reach our customers wherever they may be, we have a full marketing plan to ensure they can experience that Christmas magic across every touchpoint. Whether they are scrolling for festive inspiration on Instagram, flicking through a magazine or relaxing in front of the television, we want people to feel joy at every opportunity.”