Now this semester has only three weeks to go. I believe everyone has already started their stressful and sweet Christmas gifts shopping . John Lewis is a chain of upscale department stores operating throughout Great Britain. The John Lewis Christmas campaign has become a symbol of the start of the British festive season. For the past several years, John Lewis has been gaining profile for its annual holiday mini-movie, a heart-melting story that ushers in the festive season. Getting the stories both presented the greatest challenge and the widest opportunity to the creators of last year and this year’s £7m holiday campaign from the U.K. retailer.
In 2013, John Lewis looked to the animal kingdom and produced a tale of an unlikely woodland friendship, “The Bear and the Hare.”
https://www.youtube.com/watch?v=XqWig2WARb0
What would be the perfect gift? Nothing beats the gift of Christmas!
This campaign showed the public has a clear appetite not just to watch an ad but take pat in it, too. So, as well as an ebook and a paper version, there is also interactive app with games and other activities, merchandize, a make-your-own Christmas card app and opportunities to visit Bear’s cave in 11 John Lewis stores.
In 2014, John Lewis has picked a penguin to lead a Christmas marketing campaign which is just as ambitious as last year. The 2014 campaign is once again bidding to be one of the media events of the year, encompassing a slick TV commercial, a specially created smartphone app, story book, soft toys and in-store events including a chance for kids to see their toys brought to life with the aid of experimental gadgetry.
https://www.youtube.com/watch?v=iccscUFY860
Everyone knows what John Lewis’s Christmas Christmas advertising is really about. It’s not about this year’s cuddly penguin or last year’s bear and the hare. It’s about inducing a warm feeling of goodness and love.
What do you think about this department store’s marketing campaign for Christmas? Which one is your favorite?
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