John Lewis “Shop Spring” Campaign
John Lewis are set to launch their exclusive on and offline campaign entitled “Shop Spring” tomorrow. The campaign will run via print, online, in store and mobile/tablet with promotions, offers and gifts for each day during April.
John Lewis have said that they aim to “inspire” customers with this campaign initiative, as the products on offer have been specially chosen as the products that John Lewis consumers love. I think this campaign will be especially good for current loyal John Lewis consumers as there is a sense of excitement (just like a Christmas advent calendar) in opening a door each day to find a treat. I think that the campaign will definitely increase sales, and hopefully new consumers will find the creativity of the campaign inspiring enough to try John Lewis products.
I personally like it when brands use both online and offline elements as they complement each other well. The concept of interacting with the store at home from your personal device, and then walking into the store and the POS still making you feel like you’re “in” the campaign is why consumers fall in love with brands and are more likely to remain loyal. There is also going to be promotion in print publications such as The Metro and The Times, showing the exclusive offers each day. Creating an overall experience is what John Lewis have done here and I hope they’ve chosen good products as “spring treats”!
Agency: Adam & Eve DDB and Manning Gottlieb OMD
Client: John Lewis
Sector: Department Store
Place: United Kingdom