Boots launches ‘media-first’ Christmas campaign with QR codes and AdSmart targeting

Boots’ Christmas campaign will feature a “media-first partnership” with Sky Media focussing on ecommerce with “shoppable” TV ads.

The Bags of Joy campaign will feature across TV, online, radio, digital out-of-home, print, social and in-store. A full three-minute ad will run on 6 November during The Jonathan Ross Show on ITV, with teaser spots running from today on TV and video-on-demand.

The ads will include QR codes that drive viewers to the Boots website, which in turn enables the company to directly link online sales to the activation.

As part of this partnership, Boots will use AdSmart targeting and its first-party data of over 18 million adults signed up to its Advantage Card loyalty scheme to encourage “current and lapsed customers” to search and purchase products from home.

Boots will also run a takeover of ITV Hub on 8 November and collaborate with All4 to give viewers curated programme playlists around the theme of the campaign.

The retailer will also use “intelligent” geo-location in its digital out-of-home sites and personalisation elements in other media to further target its creative.

The video campaign will be served across online, TV and VOD with three-minute, 60 and 30-second edits.

Pete Markey, chief marketing officer at Boots UK, said: “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.”

Actress Jenna Coleman stars in the spot which Tom Hooper directed.

The TV spot focusses on the festive period as a time for family and friends after Christmas was “cancelled” last year and features Coleman reaching into a Mary Poppins-style bag for a Boots product suitable for every occasion.

Bags of Joy was created by WPP agency The Pharm which partners with the Walgreens Boots Alliance.