CHALLENGE
Macy’s has spent decades building its brand, making itself synonymous with Christmas and establishing itself as the preferred destination for holiday shopping.
However, rapidly changing consumer habits and evolving expectations are putting increasing pressure on all retail companies and established brands to deliver exceptional experiences both online and in-store. Our challenge was to keep the tradition of Macy’s and Christmas alive while meeting the desires of consumers’ rapidly changing habits.
TEAM
2x Executive Creative Directors
1x Senior Project Manager + Design Strategist*
2x Designers
1x Creative Technologist
1x Senior Art Director
1x Senior Copywriter
2x Producers
SOLUTION
Understanding that even our smallest shoppers’ habits are changing and technology is playing an increasingly larger role in their lives, we decided to take one of the most cherished holiday traditions — letters to Santa — and modernize it for the 21st century.
This would be the first year that Macy’s would accept digital letters to Santa. We worked with experts ranging from industrial designers to child psychologists to prototype and develop a fun and engaging app along with an accompanying stylus to make the process as magical as possible.
DELIVERABLES
THE WISH WRITER APP
A gaming app featuring 12 activities designed to teach children the lesson of generosity during the Christmas season. Children ages 3-8 learn holiday values through various games and are rewarded with the ability write and send Santa their magical wish list.
The Wish Writer + Packaging
We designed and developed the accompanying stylus that magically unlocks the Wish Writer app. This toy served as a physical invitation to participate in the holiday campaign and was sold at Macy’s stores around the country. Additional designs for packaging and in-store display were also created.
THE WISH WRITER FILM
Our 3-minute flagship film tells the story of a young girl who finds it hard to believe in the spirit of the holidays. Then, she and her brother discover a magical wish-granting pen and, using the spirit of generosity, they spread the magic of the season throughout town, one wish at a time.
AWARDS
2015 Webby
2015 Shorty
IMPACT
2.7 million letters sent to Santa
400% higher average session length compared to other apps in the category
78% of users returned to the app
QUOTE
“My kids have gone crazy for it…Players help this town get ready for the holidays by completing different tasks and earning badges. My kids are obsessed.”
-Mommy Blogger