John Lewis launches first ever TV ad for its insurance business
John Lewis Insurance has launched its first-ever TV advertising campaign to promote its home insurance products. Launching on Friday 16 August on the retailer's social media channels, and on television the following evening.
The £5m campaign uses stop motion animation to show the possessions of a family home gathering on the lawn for a family photo, building on the emotional impact of other John Lewis campaigns by ending with the line 'If it matters to you, it matters to us'. Over 300 John Lewis products were used in the shoot and there were up to 10 animators on set at any one time to bring the house to life.
John Lewis Insurance has seen sales growth of +27 per cent year on year from its home, car, travel, pet and wedding insurance products. The TV campaign focuses on home insurance, its leading product which makes up +67 per cent of the overall insurance business.
With its recent ad campaigns well known for their music, John Lewis has worked with young Scottish singer songwriter Nina Nesbitt, who has previously toured with Ed Sheeran, to create a powerful, modern version of the Fleetwood Mac track 'Don't Stop'.
John Lewis Marketing Director, Craig Inglis, said: 'In a market crowded with insurance advertising, we wanted to create a truly standout campaign that focused on the things in our lives that we all care about the most. I think the result is a beautiful, uplifting film, complemented by a knock-out vocal from Nina, and we hope the message will ring true with our customers.'
Head of marketing for John Lewis Insurance, Keith Bibby, said: 'Our first TV campaign marks a real step change in the ambitions for our insurance business. We know customers trust our brand and love our products, which focus on integrity and service, so the aim of this campaign is to reinforce that message with existing customers while reaching new audiences.'
The campaign was created by advertising agency adam&eveDDB and directed by Dougal Wilson who directed the retailer's previous Christmas campaigns, 'The Journey' and 'The Long Wait'. The production company is Blink.
The seven week campaign, planned by Manning Gottlieb OMD, consists of one 90-second, 60-second and 30-second national TV ad, as well as national press and online. It will launch on Friday 16 August on a dedicated microsite and social media, and air Saturday 17 August, during Harry Potter and the Order of the Phoenix on ITV1.
The campaign will be complemented by a social media campaign, managed by Steak, which will see Vine users given the opportunity to submit videos which reflect what matters to them most, with the chance to win £1,000 of John Lewis vouchers.
Notes to editors
The John Lewis Partnership - The John Lewis Partnership operates 39 John Lewis shops across the UK (30 department stores and nine John Lewis at home), johnlewis.com, 295 Waitrose shops, waitrose.com and business to business contracts in the UK and abroad. The business has annual gross sales of over £9.5bn. It is the UK's largest example of worker co-ownership where all 84,700 staff are Partners in the business.
John Lewis - John Lewis, 'Retailer of the Year 2013'* 'The Nation's Best Retailer'** and 'Best Retailer 2013' ***, typically stocks more than 350,000 separate lines in its department stores. The website stocks over 200,000 products focused on the best of fashion, beauty, home and giftware and electrical items including online exclusives. johnlewis.com is consistently ranked one of the top online shopping destinations in the UK. (www.johnlewis.com). John Lewis Insurance offers a range of comprehensive insurance products - home, car, wedding and event, travel and pet insurance and life cover - delivering the usual values of expertise, trust and customer service expected from the John Lewis brand.
*Oracle Retail Week Awards 2013
** Verdict Consumer Satisfaction Awards 2013
*** Which? Awards 2013
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