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.”
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.
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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