Christmas Gift Chore Guide

Background

Christmas was approaching, and the price of an Xbox360 was dropping. So the primary objective of the door drop catalogue was to announce the new low price, just $199! Microsoft Australia also wanted to emphasise that the Xbox360, equipped with Xbox Live, was something that the whole family could benefit from.

Idea

The price drop meant that it was now possible for kids to actually earn their Xbox. How? Through using a bit of old-fashioned elbow grease. A Chore Guide within the catalogue gave a dollar value to a list of household chores. Parents could reward their children with the promise of getting an Xbox, provided every chore on the list was completed. The competition gave families the chance to win a home cleaning service so everyone was spared the chores.

The catalogue became the ultimate win/win device for families all over Australia. Parents got a clean house. Kids got a brand new XBox 360.

Results

Getting an Xbox (or not) became the No.1 trending topic leading up to Christmas in over 1.15million homes.

Our Thoughts

Oh my goodness but inserts are difficult. They just get tipped out and into the bin unless they can attract some sort of attention in the two brief seconds of life they have. (Forget the 6.5 seconds DraftFCB argue is the average engagement time between a consumer and an advertising message.)

First, the art director here was trying hard to make sure the right people in the home hung onto the insert. The kids, not their Mums and Dads. And secondly there is a real idea in here about behaviours. If this is social engineering, there are few parents who would argue with it if it gets their kids helping around the house and, by the by, learning about the real value of money.