Titanium > Titanium and Integrated
ADAM&EVEDDB, London / JOHN LEWIS / 2014
Awards:
Overview
Credits
CampaignDescription
Bear is the only animal in the forest that has never seen Christmas because he hibernates every year. However, this year is different. This year his best friend Hare has a brilliant idea and gives him a Christmas he’ll never forget.
The commercial uses a unique animation style that combines traditional 2D hand-drawn animation, stop frame, and 3D model made sets.
Effectiveness
• Over 12 million Views on YouTube
• The most shared video in the world 2 days after launch
• The app reached no. 2 in the free app chart
• The single stayed at number 1 for 3 weeks
• The campaign trended with 3 different hashtags simultaneously
• 2013’s most written about Christmas campaign
• The merchandise sold out within 2 weeks and sold for 3 times the price on ebay
• £101.45m record takings in the week after the campaign launched
• Total sales up 6.9% on last year
• Total online sales up 23% on last year
Implementation
The campaign launched with teasers on ITV and a projection on Southbank of the sleeping bear. #sleepingbear started to pick up momentum as the country started to wonder who was behind the activity.
Following this, the 120 second TV advert aired in a solus ad break during x-factor.
Once the ad aired on TV, we launched the online hub, the app, the christmas card maker, the book, merchandise, in-store characters and windows; all on launch weekend.
The characters were also active on Twitter along with a presence on Facebook.
We rounded off the campaign with a YouTube competition, ReWorked. This gave fans a chance to sing the track instead of Lily Allen on a Christmas day airing.
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