With the most magical time of the year for both retail and advertising already in full swing, Eason and their creative agency Dynamo have teamed up to deliver a new contender for the Christmas campaign crown, simply titled “Inspire Someone this Christmas”.
A top-of-mind destination for books at Christmas, the brand has successfully leant into title-oriented tactical communications for the last several years. However, strategic collaboration with Dynamo shone a light on the fact that Eason wasn’t taking advantage of its biggest strength, its heritage and iconic status as the home of stories for generations of Irish people since 1888.
While online warehouse retailers can try to compete on price and convenience, none can evoke the sensory memories of a frosty O’Connell Street, a gleaming iconic clock or the hustle and bustle of late-night Christmas shopping in Dublin.
These truly compelling brand assets show books as a means of human connection and are brought to life by director P.O.B in the charming tale of a Grandad and Granddaughter, woven subtly but powerfully back to the brand’s “Be Inspired” platform.
Alongside the 60” hero film and a 30” TV cut, the overarching campaign idea seamlessly stretches to tactical 20” AV, social and radio that inspires shoppers in need of the perfect gift. The campaign airs now on RTÉ, Virgin, Channel 4 and Sky.
Lisa O’Brien, Group Head of E-Commerce and Marketing at Eason, said, “Christmas is about connection and inspiration. With this campaign, we wanted to celebrate Eason’s rich heritage and the special place it holds in Irish life. ‘Inspire Someone This Christmas’ is a heartfelt celebration of the enduring magic of books, how they bring us together, spark imagination, and remind us of the cherished memories and unique role Eason plays in our cultural landscape.”
