John Lewis - the secrets of effective advertising

To coincide with the launch of the John Lewis 2013 Christmas ad, the IPA and Thinkbox have produced a short film that takes a behind-the-scenes look at how their highly effective advertising campaigns have helped to transform John Lewis from a financially struggling company, to a highly successful and award-winning brand in the space of three years.

11/11/2013

Featuring key insights from leading industry experts the film examines the ideas and stories behind the ads, the social media reaction, the results and the learnings. It also highlights the powerful use of emotional advertising.

 Watch the film.

Says Marie Oldham, Chief Strategy Officer, Havas Media and 2012 Convener of Judges; “The genius is both in the emotional core of the idea and also how it uses TV and social platforms together.”

Says Craig Inglis, Marketing Director, John Lewis: “A clear lesson is the need for authenticity and that’s what’s really struck home… customers get to the end of the commercial and they don’t feel disappointed, actually they say ‘I can believe that about John Lewis because it’s true in the brand promise and it’s true in my experience with the business, and therefore the advertising rings true’.”

Says Nick Southgate, behavioural economics consultant and industry judge of the 2012 Effectiveness Awards: “John Lewis is a powerful brand because people trust it to give them what they want. The campaign builds on what people already believe about the brand and then takes it to not just emotionally powerful places, but intuitively powerful places, where you believe only John Lewis can satisfy that.”

The film features a number of leading industry experts, including: Craig Inglis, Marketing Director, John Lewis; David Golding, Founding Partner, Chief Strategic Officer, Adam & Eve DDB; Marie Oldham, Chief Strategy Officer, Havas Media and 2012 Convener of Judges; Paul Knight, Chief Operating Officer, Manning Gottlieb OMD; Ben Priest, Creative Director, Adam & Eve DDB and Nick Southgate, behavioural economics consultant and industry judge of the 2012 Effectiveness Awards.

The John Lewis “making the nation cry and buy” campaign, created by Adam&Eve DDB, won the Grand Prix at the IPA’s 2012 Effectiveness Awards.

The Effectiveness Awards are widely considered to be the most rigorous effectiveness competition in the world. They reward campaigns that have proved the commercial power of their ideas and demonstrated their marketing communications payback. The 2014 Effectiveness Awards are now open; download your entry pack here.

Further information on the Effectiveness Awards, how to enter, top tips for writing a paper, and a free judge’s essay can be found at the IPA effectiveness hub, a treasure trove of industry learning and insights, where all the past effectiveness awards papers and case studies are collated and where the IPA posts its thought leadership on effective marketing strategies.



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