DM Campaign of the week: John Lewis
This week we review the new John Lewis DM campaign created by Kitcatt Nohr Alexander Shaw. The campaign aims to prompt customers to return to their local John Lewis.
The length of the campaign is the first thing which makes it stand out of the rest of the mail. It aims to show that John Lewis goes the extra mile to ensure that its customers find a range of products that have that extra X-Factor. For example, the back of the pack says, ‘Curling up on the sofa under a cashmere throw’, with a picture of the red throw by it.
Luxury products are what John Lewis does best and the mail out goes further to exhibit this by next showing a rug and champagne with the taglines, ‘Stepping barefoot on to a luxurious soft rug’ and ‘The clinking of champagne glasses in the company of friends.’
Banner Ad
In the centre of the campaign it explains ‘The small pleasures in life. Find them in abundance at John Lewis.’ The campaign also goes onto explain that the retailer studies its customers to find out what makes them tick and what they want from the store.
It seems that John Lewis is not bowing down to the financial crisis, instead it is focusing more attention on its core customers and finding out how they shop. Clever thinking, and goes to show that people are still willing to pay extra for quality products. And lets face it, we all find that urge inside to spoil ourselves.
4/5
