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John Lewis
Monty the Penguin

RAN IN: United Kingdom

CLIENT
John Lewis

Craig Inglis, Marketing Director

AGENCY
adam&eveDDB *Lead Agency

Les Binet, Head of Effectiveness
David Golding, Founding Partner


SUMMARY

Christmas has become the UK's equivalent to the SuperBowl - a time when brands unleash their best ads, and the media share and comment on them. So "winning" Christmas has never been more important. For 2014, John Lewis created their most integrated campaign yet: Monty the Penguin. This attracted huge amounts of publicity and "buzz", not just in the UK, but globally. Sales and market share hit record levels, and with an ROI of 7.98 this was their most profitable campaign so far. John Lewis had won Christmas again.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Mobile/Tablet, OOH, Social Networking Sites/Applications

Audience: Other - thoughtful gifters

Objectives: Brand engagment, sales increase, brand positioning

Type: Business to Consumer

Classification: National

Language: English