UGG Australia, the brand known for their ubiquitous sheepskin boots, hopes to “Transform the art and magic of gift-giving,” with a new festival, multi-channel campaign from M&C Saatchi LA. Dubbed, “Twinkling Lights,” the campaign seeks to draw attention to the magic of Christmas, whilst also showing off a new “Glittering update” to their classic short boots (below). The campaign is built around a “Twinkling Lights” video, which will run through until the 28th of December. The campaign is part of a huge Christmas initiative for UGG, who appear to really be doubling down on the holiday season this year.
The video (below) features a host of dancers clad in the new Classic Short Glitter Boots, performing a festive dance whilst laying down a series of lights. The video then reveals a wide shot, with the lights forming a snowflake pattern surrounding a snowy pine tree. The campaign will be running in the US, Canada, China, France, Hong Kong, Japan, Netherlands, UK, Germany and Italy, and also consists of various online videos, social media promotions, digital displays, out-of-home ads, street-projections, and in-store materials.
UGG – Twinkling Lights
Connie Rishwain, President of UGG, said the campaign, “Truly embodies the spirit of the season and represents the 'magic' that we all feel when giving the perfect gift.” She also hopes “Consumers will enjoy the added value,” offered to them both in-store and online, as they continue to offer “A seamless shopping experience no matter how they prefer to shop.”
The campaign seeks to draw attention to the magic of Christmas, whilst also showing off a new “Glittering update” to the classic short UGG boots
Alongside the campaign, UGG is also offering a number of complimentary in-store and innovative online services. They are introducing same-day delivery for customers based in certain US cities, a “Buy online, pick up in store” service, a free returns policy on all products bought online or in-store, Free gift wrapping, a special “Holiday hotline,” extended opening hours and an online “Wish list,” through which site users can drop gift hints for their friends and family members. UGG also recently introduced the #UGGShop through Instagram, which allows users to register their Instagram accounts with UGG and use the visual social media platform to purchase their goods.
The 2014 Christmas season is set to be a big one for the Deckers-owned brand, especially in America, where a snowy winter has sent customers in search of more practical boots. Sam Poser, an analyst with Sterne Agee who follows the footwear industry, said “The boots that are performing well this season are those with comfort, waterproof and classic features,” which bodes well for UGG, which has seen a 24% increase in sales the second quarter of 2014. He expects UGG sales to climb a further 9& by the end of the year!
