2014 winner: John Lewis, Brand Activation - case study

2014 winner: John Lewis, Activation

This paper tells the story of the 2013 John Lewis Christmas Campaign. Around a single creative theme – give someone a Christmas they’ll never forget – was created a wealth of brand activation. But this is activation way beyond just a clever use of channels, this is fundamental activation that influenced product range, store merchandising, CSR strategy, social engagement and online marketing.

And it is brand activation that generated quite extraordinary impact socially, culturally and commercially. 12 million people have watched the TV ad on YouTube, it made the front page of Private Eye and put a single at the top of the official chart for three weeks. And it generated record sales and ROI levels.

Christmas is the key trading time for retailers in the UK. Winning at Christmas no longer takes a great TV ad alone. It demands ever more integrated and creative customer engagement. In 2013 John Lewis emphatically ‘won’ Christmas with sales performance that eclipsed all other retailers. Making a significant contribution to this was a little Bear, his friend The Hare, a big idea and a brilliantly and broadly activated brand campaign.


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