Media > Integrated Campaign

TEACHING PEOPLE THE TRUE MEANING OF CHRISTMAS

MANNING GOTTLIEB OMD, London / JOHN LEWIS / 2014

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Overview

Credits

Overview

Effectiveness

The nation followed John Lewis’s lead, spending quality time together.

9m people tuned into watch our TV premiere, +700,000 viewers than an average week. While the launch spot even received more tweets than X-Factor … the biggest show on UK television!

12m+ views on YouTube, making it x3 times more watched than the competition … combined!

The ebook app was downloaded by 300k+ and all 30,000 physical books were bought.

We brought people and John Lewis closer together, spending more time online and in store. The retailer posted their best Christmas sales ever (+6.9%) outstripping the competition (+0.4% average).

Execution

We started with a tease & reveal approach to the TV launch to encourage shared viewing in the no.1 family show – X Factor. We were the first advertiser to ever takeover a whole ad break in the show.

An attraction on London’s Southbank was created with the world’s first ever tree projection to build intrigue around the woodland creative.

We stretched the boundaries of branded content with all stores turned into ‘must go to’ destinations with windows, bags and children’s grottos styled around the ATL theme.

A merchandise range was developed for people to buy & wrap up as presents, while hardbound and digital ebooks were written for parents to read to their children.

Social conversation around the true meaning of Christmas were stimulated off and online with bespoke Twitter accounts and a YouTube music competition.

And in store photos and online Christmas cards helped spread the Christmas cheer.

Strategy

People have forgotten the true meaning of Christmas! It's about spending quality time together! What's more, families struggle to spend more than an hour together on every other day of the year (UK Gov.).

So for the busy build up to Christmas 2013 John Lewis, a leading UK department store, helped to right this wrong and remind people of the holidays true meaning … “Spending quality time, together.”

We did this - by using our communications to bring people together - at every opportunity and foster true Christmas spirit across the nation.

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