In 2013, the strength of the John Lewis brand was at an all time high. There was appetite for more and untapped potential was spotted in John Lewis Insurance.
This brand extension had been soft-launched in 2010, but never fully supported. A full launch proposed a huge task. Insurance was a hostile and overly commoditized category and we would have to go much deeper than a cosmetic branding exercise – supporting anything under the John Lewis name meant meeting high consumer expectations.
The answer was to explode category conventions and do things differently - do things the John Lewis way, committing to long-term brand building and putting quality first. A new underwriter was brought in; a new product range was designed; the service offering was overhauled; new branding was developed; and an entirely integrated marketing campaign was created.
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