John Lewis - The Bear and the Hare - A Christmas tale.
This years John Lewis masterpiece set them back a casual £million. Yep, I know. £2.8m was spent on the production - in order to achieve true storybook authenticity each movement was drawn by hand old school style. The rest was spent on buying airtime. Although this seems like a right bloody waste of money, the aftermath of the whole country simultaneously going 'N'aawwwww' will see Mr. Lewis pull in a third of his annual sales over this festive period.
The Sunday Times article activity.
1 - What insight did John Lewis have?
They wanted to create an emotional attachment/ connection with the consumer. Reminding adults of childhood memories of their favourite stories and programs e.g. Wind in the Willows or Watership Down etc.
2. Target Market?
Family makers, middle class. They quote 'It isn't going to frighten anyone,' implying they are a safe reliable company. Bears and Hares stocking fillers aimed at children, but also at parents as they are the ones who will have to actually fill the stocking. They say in the article 'for all the big moments in life' weddings, babies etc, a strong family orientation.
3. How do JL want to be positioned?
As a 'feel good' shop - reliability and trust. During the start of the recession they began to spread a message of: 'John Lewis was there for them, even in the midst of a crisis.' They're the 2nd biggest furniture retailer, so still sticking with the home makers theme.
4. What are their promises/ slogan?
'Never knowingly undersold.' This slogan was birthed in 1929 and is one they still use, again conniting trust.
They have now turned their hand at owning Christmas', this years tag line is 'give someone a Christmas they'll never forget,'- 2013.
5. Core values?
Trust/ tradition/ British.
6. What are their objectives?
Selling an idea of 'how to be Christmas' rather than a hard product sell. Emotionally connect with an audience - emotive. Personifying the characters in the advert to make them into a brand - thus creating huge sales from the ad. Finally to build a relationship with their customers.
7. Budget - £7 million in total.
8. Why not use CGI?
They wanted it look authentically like a child's story book, to strike up emotive memories with the viewer.
9. Integrated marketing approach:
- Sales online as when advert ends you can follow the link to the online store
- Window displays
- Soft toys/ cards/ merchandise
- Soundtrack
10. How do they use music?
The song always has emotive lyrics, it's always a cover, usually by a softly singing lady. So far they have all been british singers too, Lily Allen, Ellie Goulding etc.
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