JOHN LEWIS CHRISTMAS CAMPAIGN - "There is a unifying theme. If you want to find a gift for someone you love that they would love then come to John Lewis."

I was absolutely BURSTING with excitement when I saw the John Lewis Christmas Campaign.
For me, as a brand they really have injected a sense of warmth and experience of christmas in the advert and the song that Lily Allen sings, covering Keane's work of 'somewhere only we know' just sent shivers all down my spine - it completely created a surreal atmosphere and made me so much more aware as a young consumer of this brand; as commonly, it's more for the mature consumer.
The hand-made animated creation really pulls at the heartstrings and made me think of my child-hood memories watching animations and seeing a story that always ends well.

What INSIGHT did John Lewis have?

They did not want it to be too rational - based on their products. They felt John Lewis was there for the BIG moments in life (new baby, marriage etc) so it was more of an emotional investment.

What's their TARGET MARKET?

Middle class families, looking for an expensive investment.

How do John Lewis want to be POSITIONED? 

John Lewis want to be upper - luxury, not completely exclusive as a brand but still have the ability to hold a technological infrastructure.

What is their PROMISE? SLOGAN?

John Lewis will always be 'there for us' - an emotional attachment. In terms of the product, they assure us the items wont break.

'Never knowingly undersold'

'The authoritative voice of Christmas'

What are their CORE VALUES?

Employee ownership, Shop is selling an idea, British, unthreatening.
In terms of the advert, it is reminding us of childhood classic stories.

What was their OBJECTIVE?

Bringing in 1/3 of John Lewis' entire annual sales within the next six weeks.

Why didn't they use COI?

More traditional, feel story-like with a hand-made aesthetic.

What was their BUDGET?

£7 million

£4.2 million - buying airtime

£2.8 million - production

= £14 million

Explain how they have demonstrated an INTEGRATED MARKET?

'This advert will be teased on social media, on youtube, metamorphosed in books. Stuffed bear and hares: stocking fillers, window displays - They have used products in their christmas window displays made from animals which were displayed on the TV adverts, using every kind of product from cutlery to nintendo products to a hoover. YES John Lewis, you really have done us proud!


Some of the key words used in the questions above, I will research upon with my own brand - Gareth Pugh to help me create a better awareness of the brand analysis element to the task.