John Lewis Unveils Festive 2023 Campaign to Boost Customer Engagement
John Lewis sparks holiday magic with an unconventional twist! Trading their traditional tree for a melodious venus flytrap, the renowned retailer aims to captivate hearts and convert shoppers in their enchanting 2023 Christmas campaign
Saatchi and Saatchi, in collaboration with John Lewis, has unveiled its inaugural Christmas ad for 2023. This captivating campaign is set to play a pivotal role in driving sales during the highly significant holiday period.
The advertisement is set to air today (9 November) and showcases a massive venus fly trap as a unique substitute for the customary Christmas tree.
This particular venus fly trap, affectionately named 'Snapper', is inadvertently cultivated by a family during the Christmas season instead of a pine tree. However, due to its rapid growth and their diminishing patience, the family relocates Snapper outside. As the ad unfolds, Snapper (whose voice is provided by the renowned opera singer Andrea Bocelli) is eventually accompanied on Christmas morning by a family who has come to appreciate the addition of a fresh element to their festive celebrations.
The exploration of the evolution of Christmas traditions is showcased in the findings of the "Festive Traditions Tracker". This recent report highlights the timeless aspects as well as the evolving ways in which the nation celebrates during the holiday season.
As part of John Lewis' commitment to their Christmas campaigns, this serves as a stepping stone towards their mission of promoting conversion and consideration. In line with this objective, a product hub dedicated to the advertised products will be launched online simultaneously with the campaign's release. Moreover, John Lewis and Waitrose will mutually support each other's campaigns through their respective media platforms throughout the Christmas season.
She explains that this year's focus has been on connecting the consideration to the conversion. This means that the campaign is not just a branding tool, but every product is associated with John Lewis. This concept will be carried through all marketing efforts. All of the featured products will be available on the hub starting tomorrow.
In addition to the main narrative ad featuring Snapper, there will be various brand-led cut-outs showcasing the John Lewis festive range of products, including coffee and clothing. These products can also be found in the stores. As part of a collaboration with the creative team, consumers will have the opportunity to purchase miniature versions of the Snapper character as well as the pajamas worn by the family in the advertisement.
The campaign is launching at a critical moment for John Lewis and other retailers, as sales have dropped by 2% to £2.1bn in the 26-week period ending on July 29th. Customers are being cautious and refraining from purchasing higher-priced items.
Apart from the main advertisement, the campaign will also reach out through out-of-home (OOH) and social media platforms. Various creative approaches will be employed, with one notable example being the unveiling of a 15ft tall replica of Snapper on the roof of John Lewis' flagship Oxford Street store.
During the campaign, John Lewis will be introducing AR filters on various social channels. Additionally, they have partnered with Kew Gardens to showcase the character in the park.
This Christmas campaign is the first one developed for John Lewis by its new creative agency, Saatchi and Saatchi. They took over from Adam&eveDDB in May. According to the chief creative officer Franki Goodwin, they have created a fully integrated campaign and collaborated with Megaforce and Bocelli to produce a film that maintains the essence of a John Lewis Christmas ad, while also adding unexpected, wild, and funny elements. Goodwin describes the Snapper character as resembling a grown-up puppy, a relatable experience for many households.
Hanley observed that the advertisement portrays a single-parent family, aligning with the central idea that Christmas traditions evolve. According to John Lewis' research, approximately half of households in the UK are single-parent, prompting the decision to represent this significant aspect of the Christmas experience for many individuals.
The cut-outs and in-store activities also aim to be inclusive and reflective of the British population. Goodwin emphasizes the importance of not only celebrating the season but also acknowledging and representing the diverse society we are all a part of.
