VMLY&R COMMERCE, MediaCom and Ogilvy: Boots' Bootiques

To celebrate the festive season, Boots decided to break the mould of Christmas advertising. Instead of an emotive TV spot, a team from VMLY&R COMMERCE (formerly Geometry), MediaCom and Ogilvy created a multichannel experience for UK audiences, across digital and traditional media, that the whole nation could interact with and enjoy.

Knowing what to buy for your loved ones is a perennial Christmas problem. Fortunately, with over 2,500 stores across the UK, Boots has extensive knowledge about what British consumers love. Our agencies were able to use this data to curate bespoke ranges, answering every gifting problem, no matter how niche.

The ambition was to speak to as many consumer tribes as possible, which is why the team decided to turn every single asset created into its own shoppable Bootique. So whatever tribe you were shopping for, there was a Bootique for you.

The collaborative campaign – brought to life by a cross-disciplinary team spanning creative, PR, content, social, advertising, loyalty and media – also included the launch of physical Bootiques stores across the UK and drove +95% Boots.com page views, +687% social impressions and 223% return on ad spend.